Editorial: Written by ChatGPT, illustrated by Midjourney: generative AI for content marketing
Risqo Wahid, Joel Mero, Paavo Ritala
Abstract
Generative artificial intelligence (AI) represents a new generation of AI technologies that produces new digital content based on user-inserted prompts Via generative AI, users can simply tell the AI tool the type and nature of the outputs they want (e.g. a compelling email to potential customers, a summary of benefits of a product category or a sketch of a visual design), and the AI will generate the requested outputs. What is more, many of the generative AI tools are "conversational"-they allow the user to provide additional specifications and requests, based on which the output is further refined. Examples of generative AI applications include: (1) ChatGPT for writing texts (e.g. social media posts and website content), (2) Dall-E and Midjourney for creating realistic images and visual art, (3) Steve AI for producing videos and animations and (4) Boomy for making original music. These platforms have encountered great enthusiasm and record-breaking technology adaptation curves (e.g. within only one week of its launch, ChatGPT acquired more than a hundred million users, see The reasons for this enthusiasm are the wide-ranging accessibility of these platforms, user-friendly application interfaces, quick responses by the tools and users' perceived quality of the output.