The Amplification of Generative Artificial Intelligence (AI) in Content Marketing For Women Micro-Entrepreneurs: Qualitative Case Study Approach

Innovation is a key success factor in every industry, including marketing communications. One of the most significant innovations in marketing is use of artificial intelligence (AI). Without a doubt, it has tremendous potential to become an essential content creation tool for marketing communications. In recent years, several AI-based tools have been created that simplify the content creation process in various ways. We are witnessing an enormous increase in these services and a significant increase in their quality. This qualifies them for use to a much greater extent than before. It is obvious that these tools will become key tools for marketers and related professions in the near future. Experience from the past months reveals that AI-based tools can significantly speed up content creation and increase its relevance by using optimal vocabulary, stylistics, or - in the case of image generators - visuals. The presented work analyzes the current state of using AI in marketing communication, through the possibilities and challenges related to it. The aim of this work is to provide a comprehensive overview of the possibilities of using AI in the creation of content. AI can automate some tasks, such as data analysis and information processing, freeing marketers to focus on other important tasks. The advantages of AI in the creation of marketing communication content can be speed and relevance, personalisation but also objectivity. AI in the creation of content may encounter a lack of creativity, lack of emotion and empathy. AI cannot fully understand the context in which the content is to be used, which can lead to the creation of inappropriate or ineffective content. Different types of AI tools usable in marketing communication. AI can assist in various stages of the content creation process, such as generating ideas, creating a story, personalising content. AI can use target group data such as interests, purchasing behavior, demographic information. This article discusses a contribution to research that uses qualitative and quantitative scientific methods to analyse the use of artificial intelligence (AI) in marketing and marketing communications. It highlights the uses of AI in marketing and identifies a list of selected AI tools that are considered advantageous in different areas of marketing. The conclusions of this work should provide important guidance for further research and application of AI in marketing communication, which could significantly contribute to the development of the entire mentioned field.

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Introduction Author Arthur C. Clarke famously argued that in science fiction literature “any sufficiently advanced technology is indistinguishable from magic” (Clarke). On 30 November 2022, technology company OpenAI publicly released their Large Language Model (LLM)-based chatbot ChatGPT (Chat Generative Pre-Trained Transformer), and instantly it was hailed as world-changing. Initial media stories about ChatGPT highlighted the speed with which it generated new material as evidence that this tool might be both genuinely creative and actually intelligent, in both exciting and disturbing ways. Indeed, ChatGPT is part of a larger pool of Generative Artificial Intelligence (AI) tools that can very quickly generate seemingly novel outputs in a variety of media formats based on text prompts written by users. Yet, claims that AI has become sentient, or has even reached a recognisable level of general intelligence, remain in the realm of science fiction, for now at least (Leaver). That has not stopped technology companies, scientists, and others from suggesting that super-smart AI is just around the corner. Exemplifying this, the same people creating generative AI are also vocal signatories of public letters that ostensibly call for a temporary halt in AI development, but these letters are simultaneously feeding the myth that these tools are so powerful that they are the early form of imminent super-intelligent machines. For many people, the combination of AI technologies and media hype means generative AIs are basically magical insomuch as their workings seem impenetrable, and their existence could ostensibly change the world. This article explores how the hype around ChatGPT and generative AI was deployed across the first six months of 2023, and how these technologies were positioned as either utopian or dystopian, always seemingly magical, but never banal. We look at some initial responses to generative AI, ranging from schools in Australia to picket lines in Hollywood. We offer a critique of the utopian/dystopian binary positioning of generative AI, aligning with critics who rightly argue that focussing on these extremes displaces the more grounded and immediate challenges generative AI bring that need urgent answers. Finally, we loop back to the role of schools and educators in repositioning generative AI as something to be tested, examined, scrutinised, and played with both to ground understandings of generative AI, while also preparing today’s students for a future where these tools will be part of their work and cultural landscapes. Hype, Schools, and Hollywood In December 2022, one month after OpenAI launched ChatGPT, Elon Musk tweeted: “ChatGPT is scary good. We are not far from dangerously strong AI”. Musk’s post was retweeted 9400 times, liked 73 thousand times, and presumably seen by most of his 150 million Twitter followers. This type of engagement typified the early hype and language that surrounded the launch of ChatGPT, with reports that “crypto” had been replaced by generative AI as the “hot tech topic” and hopes that it would be “‘transformative’ for business” (Browne). By March 2023, global economic analysts at Goldman Sachs had released a report on the potentially transformative effects of generative AI, saying that it marked the “brink of a rapid acceleration in task automation that will drive labor cost savings and raise productivity” (Hatzius et al.). Further, they concluded that “its ability to generate content that is indistinguishable from human-created output and to break down communication barriers between humans and machines reflects a major advancement with potentially large macroeconomic effects” (Hatzius et al.). Speculation about the potentially transformative power and reach of generative AI technology was reinforced by warnings that it could also lead to “significant disruption” of the labour market, and the potential automation of up to 300 million jobs, with associated job losses for humans (Hatzius et al.). In addition, there was widespread buzz that ChatGPT’s “rationalization process may evidence human-like cognition” (Browne), claims that were supported by the emergent language of ChatGPT. The technology was explained as being “trained” on a “corpus” of datasets, using a “neural network” capable of producing “natural language“” (Dsouza), positioning the technology as human-like, and more than ‘artificial’ intelligence. Incorrect responses or errors produced by the tech were termed “hallucinations”, akin to magical thinking, which OpenAI founder Sam Altman insisted wasn’t a word that he associated with sentience (Intelligencer staff). Indeed, Altman asserts that he rejects moves to “anthropomorphize” (Intelligencer staff) the technology; however, arguably the language, hype, and Altman’s well-publicised misgivings about ChatGPT have had the combined effect of shaping our understanding of this generative AI as alive, vast, fast-moving, and potentially lethal to humanity. Unsurprisingly, the hype around the transformative effects of ChatGPT and its ability to generate ‘human-like’ answers and sophisticated essay-style responses was matched by a concomitant panic throughout educational institutions. The beginning of the 2023 Australian school year was marked by schools and state education ministers meeting to discuss the emerging problem of ChatGPT in the education system (Hiatt). Every state in Australia, bar South Australia, banned the use of the technology in public schools, with a “national expert task force” formed to “guide” schools on how to navigate ChatGPT in the classroom (Hiatt). Globally, schools banned the technology amid fears that students could use it to generate convincing essay responses whose plagiarism would be undetectable with current software (Clarence-Smith). Some schools banned the technology citing concerns that it would have a “negative impact on student learning”, while others cited its “lack of reliable safeguards preventing these tools exposing students to potentially explicit and harmful content” (Cassidy). ChatGPT investor Musk famously tweeted, “It’s a new world. Goodbye homework!”, further fuelling the growing alarm about the freely available technology that could “churn out convincing essays which can't be detected by their existing anti-plagiarism software” (Clarence-Smith). Universities were reported to be moving towards more “in-person supervision and increased paper assessments” (SBS), rather than essay-style assessments, in a bid to out-manoeuvre ChatGPT’s plagiarism potential. Seven months on, concerns about the technology seem to have been dialled back, with educators more curious about the ways the technology can be integrated into the classroom to good effect (Liu et al.); however, the full implications and impacts of the generative AI are still emerging. In May 2023, the Writer’s Guild of America (WGA), the union representing screenwriters across the US creative industries, went on strike, and one of their core issues were “regulations on the use of artificial intelligence in writing” (Porter). Early in the negotiations, Chris Keyser, co-chair of the WGA’s negotiating committee, lamented that “no one knows exactly what AI’s going to be, but the fact that the companies won’t talk about it is the best indication we’ve had that we have a reason to fear it” (Grobar). At the same time, the Screen Actors’ Guild (SAG) warned that members were being asked to agree to contracts that stipulated that an actor’s voice could be re-used in future scenarios without that actor’s additional consent, potentially reducing actors to a dataset to be animated by generative AI technologies (Scheiber and Koblin). In a statement issued by SAG, they made their position clear that the creation or (re)animation of any digital likeness of any part of an actor must be recognised as labour and properly paid, also warning that any attempt to legislate around these rights should be strongly resisted (Screen Actors Guild). Unlike the more sensationalised hype, the WGA and SAG responses to generative AI are grounded in labour relations. These unions quite rightly fear the immediate future where human labour could be augmented, reclassified, and exploited by, and in the name of, algorithmic systems. Screenwriters, for example, might be hired at much lower pay rates to edit scripts first generated by ChatGPT, even if those editors would really be doing most of the creative work to turn something clichéd and predictable into something more appealing. Rather than a dystopian world where machines do all the work, the WGA and SAG protests railed against a world where workers would be paid less because executives could pretend generative AI was doing most of the work (Bender). The Open Letter and Promotion of AI Panic In an open letter that received enormous press and media uptake, many of the leading figures in AI called for a pause in AI development since “advanced AI could represent a profound change in the history of life on Earth”; they warned early 2023 had already seen “an out-of-control race to develop and deploy ever more powerful digital minds that no one – not even their creators – can understand, predict, or reliably control” (Future of Life Institute). Further, the open letter signatories called on “all AI labs to immediately pause for at least 6 months the training of AI systems more powerful than GPT-4”, arguing that “labs and independent experts should use this pause to jointly develop and implement a set of shared safety protocols for advanced AI design and development that are rigorously audited and overseen by independent outside experts” (Future of Life Institute). Notably, many of the signatories work for the very companies involved in the “out-of-control race”. Indeed, while this letter could be read as a moment of ethical clarity for the AI industry, a more cynical reading might just be that in warning that their AIs could effectively destroy the w

Artificial Intelligence (AI) is increasingly embedded in digital platforms, enabling frequent, creative, and consistent content generation for social commerce platforms such as TikTok. Generative Artificial Intelligence (Gen AI) in particular supports high-impact content marketing for online sellers. To assess the benefits of Gen AI, this research focuses on users perceived usefulness (PU) and perceived ease of use (PEOU) in content creation, applying the Technology Acceptance Model (TAM) to examine attitudes toward Gen AI adoption among online sellers focusing on TikTok. The study employs a quantitative approach, purposive sampling and collecting data via online surveys. The analysis focuses on individual fashion sellers that responsible for content marketing decisions in TikTok. Standardized Likert-scale instruments, adapted from previous technology adoption and AI research, will measure all latent constructs. Partial Least Squares Structural Equation Modelling (PLS-SEM) will test the proposed research model and hypotheses. By extending TAM to Gen AI adoption in TikTok-based content marketing, this study offers practical guidance for online sellers, platform providers, and AI developers by highlighting the value of Gen AI solutions

The aim of the article. he purpose of this research is to characterize the features of applying technologies based on artificial intelligence in marketing. The main task is to identify the challenges and opportunities for business through the use of such technologies. Analysis results. It has been proven that modern marketing is a dynamic and multifaceted discipline, which combines traditional strategies with advanced technologies to attract customers, build brand loyalty, and stimulate sales. In such conditions, digital transformation is an inevitable process. As a result of the research conducted, a model of using technologies based on artificial intelligence in marketing has been formed. New opportunities for business development through active use of technologies based on artificial intelligence have been identified. Although artificial intelligence brings numerous benefits to the business world, it also creates several problems and potential drawbacks. One significant problem is the displacement of jobs. As artificial intelligence systems become capable of automating complex tasks, they can replace human roles in areas such as customer service, manufacturing, and even some aspects of decision-making. Key challenges for business as a result of enhanced use of technologies based on artificial intelligence in marketing activities have been defined. Digital transformation of marketing in the form of integration of artificial intelligence changes how companies understand and interact with their customers. By utilizing artificial intelligence, companies can provide more relevant, engaging, and personalized content, thereby enhancing the effectiveness of their marketing efforts and fostering deeper relationships with customers. As digital platforms evolve, the role of artificial intelligence in marketing will continue to grow, stimulating further innovations in this field and redefining the boundaries of what is possible in digital marketing strategies. Conclusions and prospects for further research. In conclusion, it should be emphasized that artificial intelligence is set to revolutionize marketing in business, providing a deeper and more detailed understanding of consumer behavior. Thanks to its ability to process and analyze large data sets much faster than any human, artificial intelligence helps companies identify patterns and trends that remain unnoticed in traditional analysis. This capability allows for the creation of highly personalized marketing strategies that directly meet the individual needs and desires of customers. As a result, companies can craft messages and offers that are far more likely to resonate with their target audience, potentially increasing engagement rates and boosting conversions. Moreover, artificial intelligence significantly enhances the efficiency of marketing campaigns by automating routine tasks such as ad placements, content creation, and even responses to customer inquiries. This automation not only reduces the workload on human marketers but also improves the speed and accuracy with which campaigns are executed.

Purpose: This study investigates the integration of Artificial Intelligence (AI) in digital marketing for street food businesses in Malang, focusing on training housewives to improve content creation and promotion strategies. The research aims to bridge the digital gap for small-scale food vendors by providing essential digital skills and AI tools. Method: The research employed a mixed-method approach, including pre-training assessments, online training sessions, and personalized mentoring. A total of 20 housewives running street food businesses participated in the training, which was conducted over three months. The AI tools used included Canva AI and Flair AI for photo editing, content creation, and social media optimization. Practical Applications: The study demonstrates how AI-driven tools can enhance social media engagement, brand visibility, and customer interaction for street food vendors. This initiative provides a model for empowering small business owners to leverage digital marketing tools effectively, contributing to their long-term success. Conclusion: The training resulted in significant improvements in participants' digital marketing capabilities, with increased confidence in using AI tools. The findings highlight the transformative potential of AI for MSMEs, particularly in enhancing the competitive edge of street food businesses in Malang.

Background: Notwithstanding a large body of academic literature on artificial intelligence (AI) in computer science and other technical fields dating back decades, research is needed on how AI is applied in the context of marketing. Marketers have used AI for many years, but generative AI has only recently come to the forefront. The study focussed on understanding the beliefs and adoption of AI in content marketing practices in South Africa.Objectives: By combining various perspectives in the marketing industry, a taxonomy is proposed that categorises current AI practices in content marketing.Method: An exploratory web-based survey was adopted. It was important to measure the scope and extent of beliefs, acceptance, and adoption of AI in content marketing, and to gain insights to categorise current AI practices in content marketing. Data analyses of the closed-ended and open-ended questions were conducted using JMP®, 17.2 (SAS Institute Inc., Cary, NC 2023) and through inductive thematic analysis, respectively.Results: The findings reveal that South African marketing agencies currently adopt AI for content strategy optimisation, content creation enhancement, insight integration and personalisation, automation and process enhancement.Conclusion: While South African marketing agencies acknowledge the value of AI in improving content marketing, they believe that the human element is still necessary, and that content marketing practice cannot depend entirely on AI.Contribution: The proposed taxonomy lays the foundation for future research about AI in content marketing with a larger sample.

How Can <i>IJDS</i> Authors, Reviewers, and Editors Use (and Misuse) Generative AI?

Purpose This study aims to critically examine the socio-technical, economic and governance challenges emerging at the intersection of Generative artificial intelligence (AI) and Urban AI. By foregrounding the metaphor of “the moon and the ghetto” (Nelson, 1977, 2011), the issue invites contributions that interrogate the gap between technological capability and institutional justice. The purpose is to foster a multidisciplinary dialogue–spanning applied economics, public policy, AI ethics and urban governance – that can inform trustworthy, inclusive and democratically grounded AI practices. Contributors are encouraged to explore not just what GenAI can do, but for whom, how and with what consequences. Design/methodology/approach This study draws upon interdisciplinary literature from public policy, innovation studies, digital governance and urban sociology to frame the emerging governance challenges of Generative AI and Urban AI. It builds a conceptual foundation by synthesizing insights from comparative city case studies, innovation systems theory and normative policy frameworks. The approach is interpretive and exploratory, aiming to situate AI technologies within broader institutional, geopolitical and socio-economic contexts. The study invites contributions that adopt empirical, theoretical or practice-based methodologies addressing the governance of GenAI in cities and regions. Findings This study identifies a critical gap between the rapid technological advancements in Generative AI and the institutional readiness of public governance systems – particularly in urban contexts. It finds that current policy frameworks often prioritize efficiency and innovationism over democratic legitimacy, civic trust and inclusive design. Drawing on comparative global city experiences, it highlights the risk of reinforcing power asymmetries without robust accountability mechanisms. The analysis suggests that trustworthy AI is not a purely technical attribute but a political and institutional achievement, requiring participatory governance architectures and innovation systems grounded in public value and civic engagement. Research limitations/implications As an editorial introduction, this study does not present original empirical data but synthesizes key theoretical frameworks, case studies and policy debates to guide future research. Its analytical scope is conceptual and comparative, offering a foundation for submissions that further investigate Generative and Urban AI through empirical, normative and practice-based lenses. The limitations lie in its broad coverage and reliance on secondary sources. Nonetheless, it provides an agenda-setting contribution by highlighting the urgent need for interdisciplinary research into how AI reshapes public governance, institutional legitimacy and urban democratic futures. Practical implications This editorial offers a structured framework for policymakers, urban planners, technologists and public administrators to critically assess the governance of Generative and Urban AI systems. By highlighting international case studies and conceptual tools – such as public algorithmic infrastructures, civic trust frameworks and anticipatory governance – the article underscores the importance of institutional design, regulatory foresight and civic engagement. It invites practitioners to shift from techno-solutionist approaches toward inclusive, democratic and place-based AI governance. The reflections aim to support the development of trustworthy AI policies that are grounded in legitimacy, accountability and societal needs, particularly in urban and regional contexts. Social implications The editorial underscores that Generative and Urban AI systems are not socially neutral but carry significant implications for equity, representation and democratic legitimacy. These technologies risk reinforcing existing social hierarchies and systemic biases if not governed inclusively. This study calls for reimagining trust not as a technical feature but as a relational, contested dynamic between institutions and citizens. It encourages submissions that examine how AI reshapes the urban social contract, affects marginalized communities and challenges existing civic infrastructures. The goal is to promote AI governance frameworks that are pluralistic, just and reflective of diverse societal values and lived experiences. Originality/value This editorial offers a timely and conceptually grounded intervention into the emerging field of Urban AI and Generative AI governance. By framing the challenges through Richard R. Nelson’s metaphor of The Moon and the Ghetto, this study foregrounds the gap between technical capabilities and enduring societal injustices. The contribution lies in its interdisciplinary synthesis – bridging innovation systems, AI ethics, public policy and urban governance. It introduces a critical framework for assessing “trustworthy AI” not as a technical goal but as a democratic achievement and encourages research that is policy-relevant, equity-oriented and attuned to the institutional realities of AI in cities.

Purpose This multidisciplinary study investigates the transformative role of Generative Artificial Intelligence (Gen-AI) in the digital content marketing (DCM) domain through the lens of the Resource-Based View (RBV). The research examines Gen-AI's impact on DCM strategies and practices, including ethical, legal, and professional implications, thereby highlighting the interplay between rapidly accessible AI solutions and distinctive internal assets that are difficult for competitors to replicate. Design/methodology/approach A Delphi method was employed through a panel of 14 experts to formulate consensus-based recommendations for stakeholders in key areas of content marketing, covering Gen-AI's benefits, content quality and creativity, DCM strategies, ethical and legal considerations, and future technological developments. This expert-based process was combined with an RBV-oriented theoretical framework and a critical review of extant literature, providing a structured approach to capturing how Gen-AI adoption intersects with an organization's unique resources and capabilities. Findings The findings underscore Gen-AI's advantages in augmenting efficiency, innovation, and customization in content creation, emphasizing the growing need for AI-focused skill development, particularly “prompt engineering.” However, the real source of competitive advantage emerges not merely from adopting new technologies, but from integrating them with proprietary data, specialized know-how, and a culture of innovation. The RBV framework elucidates how these intangible resources, when effectively harnessed and preserved in a dynamic context, foster strategies capable of sustaining a durable competitive edge in DCM. Originality/value The study contributes to both theory and practice by merging the insights of the RBV with the evolving landscape of Gen-AI in DCM. It is among the first to provide a comprehensive framework that illustrates how AI-centric innovations, combined with hard-to-imitate organizational assets, can reinforce long-term strategic benefits. The recommendations derived from the Delphi process offer valuable guidance for stakeholders seeking to navigate the Gen-AI landscape responsibly, ensuring that ethical and legal considerations remain central to a robust and future-oriented DCM strategy.

This dialogue is from an early scene in the 2014 film Ex Machina, in which Nathan has invited Caleb to determine whether Nathan has succeeded in creating artificial intelligence.1 The achievement of powerful artificial general intelligence has long held a grip on our imagination not only for its exciting as well as worrisome possibilities, but also for its suggestion of a new, uncharted era for humanity. In opening his 2021 BBC Reith Lectures, titled "Living with Artificial Intelligence," Stuart Russell states that "the eventual emergence of general-purpose artificial intelligence [will be] the biggest event in human history."2Over the last decade, a rapid succession of impressive results has brought wider public attention to the possibilities of powerful artificial intelligence. In machine vision, researchers demonstrated systems that could recognize objects as well as, if not better than, humans in some situations. Then came the games. Complex games of strategy have long been associated with superior intelligence, and so when AI systems beat the best human players at chess, Atari games, Go, shogi, StarCraft, and Dota, the world took notice. It was not just that Als beat humans (although that was astounding when it first happened), but the escalating progression of how they did it: initially by learning from expert human play, then from self-play, then by teaching themselves the principles of the games from the ground up, eventually yielding single systems that could learn, play, and win at several structurally different games, hinting at the possibility of generally intelligent systems.3Speech recognition and natural language processing have also seen rapid and headline-grabbing advances. Most impressive has been the emergence recently of large language models capable of generating human-like outputs. Progress in language is of particular significance given the role language has always played in human notions of intelligence, reasoning, and understanding. While the advances mentioned thus far may seem abstract, those in driverless cars and robots have been more tangible given their embodied and often biomorphic forms. Demonstrations of such embodied systems exhibiting increasingly complex and autonomous behaviors in our physical world have captured public attention.Also in the headlines have been results in various branches of science in which AI and its related techniques have been used as tools to advance research from materials and environmental sciences to high energy physics and astronomy.4 A few highlights, such as the spectacular results on the fifty-year-old protein-folding problem by AlphaFold, suggest the possibility that AI could soon help tackle science's hardest problems, such as in health and the life sciences.5While the headlines tend to feature results and demonstrations of a future to come, AI and its associated technologies are already here and pervade our daily lives more than many realize. Examples include recommendation systems, search, language translators - now covering more than one hundred languages - facial recognition, speech to text (and back), digital assistants, chatbots for customer service, fraud detection, decision support systems, energy management systems, and tools for scientific research, to name a few. In all these examples and others, AI-related techniques have become components of other software and hardware systems as methods for learning from and incorporating messy real-world inputs into inferences, predictions, and, in some cases, actions. As director of the Future of Humanity Institute at the University of Oxford, Nick Bostrom noted back in 2006, "A lot of cutting-edge AI has filtered into general applications, often without being called AI because once something becomes useful enough and common enough it's not labeled AI anymore."6As the scope, use, and usefulness of these systems have grown for individual users, researchers in various fields, companies and other types of organizations, and governments, so too have concerns when the systems have not worked well (such as bias in facial recognition systems), or have been misused (as in deepfakes), or have resulted in harms to some (in predicting crime, for example), or have been associated with accidents (such as fatalities from self-driving cars).7Dædalus last devoted a volume to the topic of artificial intelligence in 1988, with contributions from several of the founders of the field, among others. Much of that issue was concerned with questions of whether research in AI was making progress, of whether AI was at a turning point, and of its foundations, mathematical, technical, and philosophical-with much disagreement. However, in that volume there was also a recognition, or perhaps a rediscovery, of an alternative path toward AI - the connectionist learning approach and the notion of neural nets-and a burgeoning optimism for this approach's potential. Since the 1960s, the learning approach had been relegated to the fringes in favor of the symbolic formalism for representing the world, our knowledge of it, and how machines can reason about it. Yet no essay captured some of the mood at the time better than Hilary Putnam's "Much Ado About Not Very Much." Putnam questioned the Dædalus issue itself: "Why a whole issue of Dædalus? Why don't we wait until AI achieves something and then have an issue?" He concluded:This volume of Dædalus is indeed the first since 1988 to be devoted to artificial intelligence. This volume does not rehash the same debates; much else has happened since, mostly as a result of the success of the machine learning approach that was being rediscovered and reimagined, as discussed in the 1988 volume. This issue aims to capture where we are in AI's development and how its growing uses impact society. The themes and concerns herein are colored by my own involvement with AI. Besides the television, films, and books that I grew up with, my interest in AI began in earnest in 1989 when, as an undergraduate at the University of Zimbabwe, I undertook a research project to model and train a neural network.9 I went on to do research on AI and robotics at Oxford. Over the years, I have been involved with researchers in academia and labs developing AI systems, studying AI's impact on the economy, tracking AI's progress, and working with others in business, policy, and labor grappling with its opportunities and challenges for society.10The authors of the twenty-five essays in this volume range from AI scientists and technologists at the frontier of many of AI's developments to social scientists at the forefront of analyzing AI's impacts on society. The volume is organized into ten sections. Half of the sections are focused on AI's development, the other half on its intersections with various aspects of society. In addition to the diversity in their topics, expertise, and vantage points, the authors bring a range of views on the possibilities, benefits, and concerns for society. I am grateful to the authors for accepting my invitation to write these essays.Before proceeding further, it may be useful to say what we mean by artificial intelligence. The headlines and increasing pervasiveness of AI and its associated technologies have led to some conflation and confusion about what exactly counts as AI. This has not been helped by the current trend-among researchers in science and the humanities, startups, established companies, and even governments-to associate anything involving not only machine learning, but data science, algorithms, robots, and automation of all sorts with AI. This could simply reflect the hype now associated with AI, but it could also be an acknowledgment of the success of the current wave of AI and its related techniques and their wide-ranging use and usefulness. I think both are true; but it has not always been like this. In the period now referred to as the AI winter, during which progress in AI did not live up to expectations, there was a reticence to associate most of what we now call AI with AI.Two types of definitions are typically given for AI. The first are those that suggest that it is the ability to artificially do what intelligent beings, usually human, can do. For example, artificial intelligence is:The human abilities invoked in such definitions include visual perception, speech recognition, the capacity to reason, solve problems, discover meaning, generalize, and learn from experience. Definitions of this type are considered by some to be limiting in their human-centricity as to what counts as intelligence and in the benchmarks for success they set for the development of AI (more on this later). The second type of definitions try to be free of human-centricity and define an intelligent agent or system, whatever its origin, makeup, or method, as:This type of definition also suggests the pursuit of goals, which could be given to the system, self-generated, or learned.13 That both types of definitions are employed throughout this volume yields insights of its own.These definitional distinctions notwithstanding, the term AI, much to the chagrin of some in the field, has come to be what cognitive and computer scientist Marvin Minsky called a "suitcase word."14 It is packed variously, depending on who you ask, with approaches for achieving intelligence, including those based on logic, probability, information and control theory, neural networks, and various other learning, inference, and planning methods, as well as their instantiations in software, hardware, and, in the case of embodied intelligence, systems that can perceive, move, and manipulate objects.Three questions cut through the discussions in this volume: 1) Where are we in AI's development? 2) What opportunities and challenges does AI pose for society? 3) How much about AI is really about us?Notions of intelligent machines date all the way back to antiquity.15 Philosophers, too, among them Hobbes, Leibnitz, and Descartes, have been dreaming about AI for a long time; Daniel Dennett suggests that Descartes may have even anticipated the Turing Test.16 The idea of computation-based machine intelligence traces to Alan Turing's invention of the universal Turing machine in the 1930s, and to the ideas of several of his contemporaries in the mid-twentieth century. But the birth of artificial intelligence as we know it and the use of the term is generally attributed to the now famed Dartmouth summer workshop of 1956. The workshop was the result of a proposal for a two-month summer project by John McCarthy, Marvin Minsky, Nathaniel Rochester, and Claude Shannon whereby "An attempt will be made to find how to make machines use language, form abstractions and concepts, solve kinds of problems now reserved for humans, and improve themselves."17In their respective contributions to this volume, "From So Simple a Beginning: Species of Artificial Intelligence" and "If We Succeed," and in different but complementary ways, Nigel Shadbolt and Stuart Russell chart the key ideas and developments in AI, its periods of excitement as well as the aforementioned AI winters. The current AI spring has been underway since the 1990s, with headline-grabbing breakthroughs appearing in rapid succession over the last ten years or so: a period that Jeffrey Dean describes in the title of his essay as a "golden decade," not only for the pace of AI development but also its use in a wide range of sectors of society, as well as areas of scientific research.18 This period is best characterized by the approach to achieve artificial intelligence through learning from experience, and by the success of neural networks, deep learning, and reinforcement learning, together with methods from probability theory, as ways for machines to learn.19A brief history may be useful here: In the 1950s, there were two dominant visions of how to achieve machine intelligence. One vision was to use computers to create a logic and symbolic representation of the world and our knowledge of it and, from there, create systems that could reason about the world, thus exhibiting intelligence akin to the mind. This vision was most espoused by Allen Newell and Hebert Simon, along with Marvin Minsky and others. Closely associated with it was the "heuristic search" approach that supposed intelligence was essentially a problem of exploring a space of possibilities for answers. The second vision was inspired by the brain, rather than the mind, and sought to achieve intelligence by learning. In what became known as the connectionist approach, units called perceptrons were connected in ways inspired by the connection of neurons in the brain. At the time, this approach was most associated with Frank Rosenblatt. While there was initial excitement about both visions, the first came to dominate, and did so for decades, with some successes, including so-called expert systems.Not only did this approach benefit from championing by its advocates and plentiful funding, it came with the suggested weight of a long intellectual tradition-exemplified by Descartes, Boole, Frege, Russell, and Church, among others-that sought to manipulate symbols and to formalize and axiomatize knowledge and reasoning. It was only in the late 1980s that interest began to grow again in the second vision, largely through the work of David Rumelhart, Geoffrey Hinton, James McClelland, and others. The history of these two visions and the associated philosophical ideas are discussed in Hubert Dreyfus and Stuart Dreyfus's 1988 Dædalus essay "Making a Mind Versus Modeling the Brain: Artificial Intelligence Back at a Branchpoint."20 Since then, the approach to intelligence based on learning, the use of statistical methods, back-propagation, and training (supervised and unsupervised) has come to characterize the current dominant approach.Kevin Scott, in his essay "I Do Not Think It Means What You Think It Means: Artificial Intelligence, Cognitive Work & Scale," reminds us of the work of Ray Solomonoff and others linking information and probability theory with the idea of machines that can not only learn, but compress and potentially generalize what they learn, and the emerging realization of this in the systems now being built and those to come. The success of the machine learning approach has benefited from the boon in the availability of data to train the algorithms thanks to the growth in the use of the Internet and other applications and services. In research, the data explosion has been the result of new scientific instruments and observation platforms and data-generating breakthroughs, for example, in astronomy and in genomics. Equally important has been the co-evolution of the software and hardware used, especially chip architectures better suited to the parallel computations involved in data- and compute-intensive neural networks and other machine learning approaches, as Dean discusses.Several authors delve into progress in key subfields of AI.21 In their essay, "Searching for Computer Vision North Stars," Fei-Fei Li and Ranjay Krishna chart developments in machine vision and the creation of standard data sets such as ImageNet that could be used for benchmarking performance. In their respective essays "Human Language Understanding & Reasoning" and "The Curious Case of Commonsense Intelligence," Chris Manning and Yejin Choi discuss different eras and ideas in natural language processing, including the recent emergence of large language models comprising hundreds of billions of parameters and that use transformer architectures and self-supervised learning on vast amounts of data.22 The resulting pretrained models are impressive in their capacity to take natural language prompts for which they have not been trained specifically and generate human-like outputs, not only in natural language, but also images, software code, and more, as Mira Murati discusses and illustrates in "Language & Coding Creativity." Some have started to refer to these large language models as foundational models in that once they are trained, they are adaptable to a wide range of tasks and outputs.23 But despite their unexpected performance, these large language models are still early in their development and have many shortcomings and limitations that are highlighted in this volume and elsewhere, including by some of their developers.24In "The Machines from Our Future," Daniela Rus discusses the progress in robotic systems, including advances in the underlying technologies, as well as in their integrated design that enables them to operate in the physical world. She highlights the limitations in the "industrial" approaches used thus far and suggests new ways of conceptualizing robots that draw on insights from biological systems. In robotics, as in AI more generally, there has always been a tension as to whether to copy or simply draw inspiration from how humans and other biological organisms achieve intelligent behavior. Elsewhere, AI researcher Demis Hassabis and colleagues have explored how neuroscience and AI learn from and inspire each other, although so far more in one than the other, as and have the success of the current approaches to AI, there are still many shortcomings and as well as problems in It is useful to on one such as when AI does not as or or or that can to or when it on or information about the world, or when it has such as of all of which can to a of public shortcomings have captured the attention of the wider public and as well as among there is an on AI and In recent years, there has been a of to principles and approaches to AI, as well as involving and such as the on AI, that to best important has been the of with to and - in the and developing AI in both and as has been well in recent This is an important in its own but also with to the of the resulting AI and, in its intersections with more the other there are limitations and problems associated with the that AI is not capable of if could to more more or more general AI. In their Turing deep learning and Geoffrey took of where deep learning and highlighted its current such as the with In the case of natural language processing, Manning and Choi the challenges in and despite the of large language Elsewhere, and have the notion that large language models do anything learning, or In & of in a and discuss the problems in systems, the as how to reason about other their systems, and well as challenges in both and especially when the include both humans and Elsewhere, and others a useful of the problems in there is a growing among many that we do not have for the of AI systems, especially as they become more capable and the of use although AI and its related techniques are to be powerful tools for research in science, as examples in this volume and recent examples in which AI not only help results but also by design and become what some have AI to science and and to and challenges for the possibility that more powerful AI could to new in science, as well as progress in some of challenges and has long been a key for many at the frontier of AI research to more capable the of each of AI, the of more general problems that to the possibility of more capable AI learning, reasoning, of and and of these and other problems that could to more capable systems the of whether current characterized by deep learning, the of and and more foundational and and reinforcement or whether different approaches are in such as cognitive agent approaches or or based on logic and probability theory, to name a few. whether and what of approaches be the AI is but many the current along with of and learning architectures have to their about the of the current approaches is associated with the of whether artificial general intelligence can be and if how and Artificial general intelligence is in to what is called that AI and for tasks and goals, such as The development of on the other aims for more powerful AI - at as powerful as is generally to problem or and, in some the capacity to and improve as well as set and its own and the of and when will be is a for most that its achievement have and as is often in and such as A through and The to Ex and it is or there is growing among many at the frontier of AI research that we for the possibility of powerful with to and and with humans, its and use, and the possibility that of could and that we these into how we approach the development of of the research and development, and in AI is of the AI and in its what Nigel Shadbolt the of AI. This is given the for useful and applications and the for in sectors of the However, a few have made the development of their the most of these are and each of which has demonstrated results of increasing still a long way from the most discussed impact of AI and automation is on and the future of This is not In in the of the excitement about AI and and concerns about their impact on a on and the was that such technologies were important for growth and and "the that but not Most recent of this including those I have been involved have and that over time, more are than are that it is the and the and the of will the In their essay AI & and John discuss these for work and further, in & the of & to discuss the with to and and as well as the opportunities that are especially in developing In "The Turing The & of Artificial Intelligence," discusses how the use of human benchmarks in the development of AI the of AI that rather than human He that the AI's development will take in this and resulting for will on the for companies, and a that the that more will be than too much from of the and does not far enough into the future and at what AI will be capable The for AI could from of that in the is and labor and ability to are and and until automation has mostly physical and but that AI will be on more cognitive and tasks based on and, if early examples are even tasks are not of the In other are now in the world machines that that learn and that their ability to do these is to a range of problems they can will be with the range to which the human has been This was and Allen Newell in that this time could be different usually two that new labor will in which will by other humans for their own even when machines may be capable of these as well as or even better than The other is that AI will create so much and all without the for human and the of will be to for when that will the that once the first time since his creation will be with his his to use his from how to the which science and interest will have for to live and and However, most researchers that we are not to a future in which the of will and that until then, there are other and that be in the labor now and in the such as and other and how humans work increasingly capable that and John and discuss in this are not the only of the by AI. 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As generative artificial intelligence (GenAI) continues to integrate into content marketing, it has significantly transformed the way firms create and distribute marketing content to customers. In this research, we first identify GenAI’s unique characteristics, including usability, flexibility, and productivity. Building on a review of GenAI’s technical basis and its application in content marketing practice, we propose a conceptual framework to explore the applications of GenAI in content marketing. The conceptual framework elaborates the antecedents and consequences of applying GenAI in content creation and distribution processes emphasizing the collaborative dynamics of between GenAI tools and the users, namely employee and customers. Specifically, characteristics of firm, employee, GenAI, task and customer, serve as antecedents of employee-Gen AI collaborated content creation and customer-Gen AI collaborated content distribution, and customer engagement as consequences. Finally, we discuss the potential concerns and challenges firms may face when applying and integrating GenAI into content marketing practices, such as issues related to fabrication, credibility, intellectual property, ethics, and safety. We also discussed potential moderating and mediating factors for future research.

The marketing environment has experienced significant advancements due to the transformative influence of technologies such as artificial intelligence, data analytics, decision sciences, and robotics. These innovations have entirely reshaped the fundamental marketing principles as we know them. This study uses bibliometric analysis to conduct a systematic literature review of research on Artificial Intelligence (AI) in marketing and provides future research directions. It also aims to identify the most influential and productive contributors and progression of research on AI in marketing. The bibliographic data of 317 documents on artificial intelligence in marketing research was extracted from the Scopus database. The bibliometric analysis is performed to comprehensively understand the most influential and productive articles, authors, sources, and the top contributing countries and institutions towards the discipline of AI in marketing research. The results and the publication trend show exponential growth yearly in AI in marketing research. Furthermore, it discovered four main thematic clusters: Data mining and deep learning in decision support systems, big data and generative AI in marketing, AI‐enabled commerce, and chatbots and marketing Tech that represent the recent research being carried out under AI in marketing. The trending topics recognized are marketing algorithms for decision‐making, AI‐enabled marketing, the Internet of Things (IoT) and marketing, natural language processing and customer service, robotic services, and chatbots. This study also emphasizes potential future research areas, building upon the established thematic clusters.

PurposeArtificial intelligence (AI) is one of the latest digital transformation (DT) technological trends the university library can use to provide library users with alternative educational services. AI can foster intelligent decisions for retrieving and sharing information for learning and research. However, extant literature confirms a low adoption rate by the university libraries in using AI to provide innovative alternative services, as this is missing in their strategic plan. The research develops (AI-LSICF) an artificial intelligence library services innovative conceptual framework to provide new insight into how AI technology can be used to deliver value-added innovative library services to achieve digital transformation. It will also encourage library and information professionals to adopt AI to complement effective service delivery.Design/methodology/approachThis study adopts a qualitative content analysis to investigate extant literature on how AI adoption fosters innovative services in various organisations. The study also used content analysis to generate possible solutions to aid AI service innovation and delivery in university libraries.FindingsThis study uses its findings to develop an Artificial Intelligence Library Services Innovative Conceptual Framework (AI-LSICF) by integrating AI applications and functions into the digital transformation framework elements and discussed using a service innovation framework.Research limitations/implicationsIn research, AI-LSICF helps increase an understanding of AI by presenting new insights into how the university library can leverage technology to actualise innovation in service provision to foster DT. This trail will be valuable to scholars and academics interested in addressing the application pathways of AI library service innovation, which is still under-explored in digital transformation.Practical implicationsIn practice, AI-LSICF could reform the information industry from its traditional brands into a more applied and resolutely customer-driven organisation. This reformation will awaken awareness of how librarians and information professionals can leverage technology to catch up with digital transformation in this age of the fourth industrial revolution.Social implicationsThe enlightenment of AI-LSICF will motivate library professionals to take advantage of AI's potential to enhance their current business model and achieve a unique competitive advantage within their community.Originality/valueAI-LSICF development serves as a revelation, motivating university libraries and information professionals to consider AI in their strategic plan to enable technology to support university education. This act will enable alternative service delivery in the face of unforeseen circumstances like technological disruption and the present global COVID-19 pandemic that requires non-physical interaction.

Objective. The purpose of this article is to explore the potential benefits, challenges, and opportunities of using generative artificial intelligence in marketing and trade. To achieve this goal, it is necessary to analyze current trends in marketing and trade, as well as to identify areas where the use of generative artificial intelligence can have the greatest impact, taking into account the challenges and limitations associated with the implementation of computer linguistics and informatics systems in marketing and trade. Methods. The problems of implementing generative artificial intelligence in the field of marketing and trade are reflected in the works of such researchers as Grazhevska, N, Chyhyrynsky, A, Kraus, N, Holoborodko, O, Popovsky, Y, Proskurnina, N, Steblyuk, N, Kopeykina, E, Hrupovych, S, Borisova T and others. In their research, they identify the most effective artificial intelligence tools in marketing that can help increase the competitiveness and efficiency of a company. Results. Artificial intelligence technologies are developing at a rapid pace. They are becoming increasingly accessible and cost-effective in practical implementation, while providing increasing complexity and speed that far exceeds human capabilities. When analyzing the challenges of using artificial intelligence, it should be noted that it can accelerate growth by providing sales teams with accurate analytics and customer information to effectively identify demand. In addition, artificial intelligence can increase the efficiency and productivity of sales itself by relieving and automating many routine operations to sell the final product and freeing up time to communicate with existing and potential customers. It is important to note that artificial intelligence and generative models provide many opportunities for modern marketing. They help to automate and personalize content, improve the quality of customer interaction, and reduce the time spent on routine tasks. It is considered necessary to strengthen the control and responsibility of companies in the process of creating new roles and competencies in order to ensure the full realization of the existing capabilities of artificial intelligence. Scientific novelty. The scientific novelty of the obtained results is to improve the methodological approach to determining the ways of implementing generative artificial intelligence in marketing and trade in the context of digitalization of the economy. Practical significans. The author's conclusions can be used in the practical activities of domestic enterprises and organizations, as well as form the basis for further digitalization of processes in the production and commercial activities of enterprises. Key words: generative artificial intelligence, machine learning, hyper-personalization, customer experience, customer lifecycle, target audience segmentation, marketing strategies, SEO strategies, personalization, chatbots, marketing effectiveness.