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- Title
Marketing inteligente: Una manipulación artificial.
- Authors
Espinoza Oliva, Armando
- Abstract
The advent of advanced artificial intelligence (AI) language models, such as ChatGPT, has ushered in a new era of possibilities for both digital and “traditional” marketing. These models exhibit an exceptional capacity for natural language understanding and generation, offering a unique opportunity to streamline marketing interactions and potentially replace humans. That is why the profound influence of AI in digital marketing and its indications for companies and consumers in the new digital era should be explored; similarly, ethical considerations, privacy concerns and algorithmic bias must be addressed to ensure the responsible use of AI in digital marketing, as well as in the study of it. Embracing AI technologies enables companies to gain a competitive advantage, improve customer satisfaction, and achieve a higher return on investment in the dynamic digital landscape. It could be said that when using AI in the planning, execution and analysis of digital marketing, the consumer, reader and/or user is intentionally manipulated. However, this not only affects marketing, but also different fields such as academic or legal.
- Subjects
LANGUAGE models; ALGORITHMIC bias; DIGITAL technology; INTERNET marketing; ARTIFICIAL intelligence; CONSUMER ethics
- Publication
Revista Ciencia Administrativa, 2023, Issue 2, p88
- ISSN
1870-9427
- Publication type
Article