The impact of human-AI collaboration on the content creation process in marketing firms

Abstract

Throughout history, digital transformations have driven industries, including marketing, to adapt from traditional methods to innovative digital approaches. Each technological transformation has necessitated that the marketing industry adopt new tools and workflows to keep pace with an increasingly technology-driven world. Marketing innovation, a crucial factor of this transformation, involvesthe development and implementation of new strategies, techniques, or technologies designed to engage with target audiences in more creative and effective ways. Today, businesses are leveraging cutting-edge technologies, such as data analytics, blockchain, artificial intelligence (AI), and Internet of Things (IoT) to establish themselves as leaders in innovation. Among these, generative AI (GenAI or GAI), a subset of AI, has emerged as a crucial technology that has profoundly impacted content marketing, where it is drastically changing the way content is generated (Feuerriegel, Hartmann, Janiesch, & Zschech, 2024; Gupta, Nair, Mishra, Ibrahim, & Bhardwaj, 2024; Kshetri, Dwivedi, Davenport, & Panteli, 2024).