On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice
Renana Peres, Martin Schreier, David A. Schweidel, Alina Sorescu
Abstract
How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the way we have been conducting—and evaluating—academic research, teaching, and business practice? What are the implications for the theory and practice of marketing? What are the opportunities and threats, and what are some interesting avenues for future research? This editorial aims to kick off an initial discussion and stimulate research that will help us better understand how the marketing field can fully exploit the potential of GenAI and effectively cope with its challenges.
Topics & Concepts
Affect (linguistics)ExploitGenerative grammarField (mathematics)Knowledge managementComputer scienceManagement scienceEngineering ethicsData scienceMarketingPsychologyArtificial intelligenceBusinessEngineeringMathematicsPure mathematicsComputer securityCommunicationArtificial Intelligence in Healthcare and EducationAI in Service InteractionsPrivate Equity and Venture Capital