Chapter 4: ChatGPT in Marketing 5.0: Gold Is Real or Just a Gold Plating

Organisations using advanced technology, like ChatGPT, for executing their marketing practices are proliferating, but such fast growth also comes with different adverse impacts of ChatGPT. This interaction of ChatGPT with the humanly implemented marketing 5.0 approach complements the marketing effectiveness. However, while considering the brighter aspects of this techno-marketing integration, marketers should also keep its dark side in mind. Therefore, this chapter investigates the integration of AI-enabled ChatGPT into marketing 5.0 practices. However, both the concepts under study are growing in terms of literature, and the research gap is even more extended when considering their associated views. Furthermore, significantly less literature is available emphasising the negative aspects of this advanced technology. This chapter bridges these gaps by reviewing the literature and presenting the gold-plating effect of ChatGPT usage while implementing marketing 5.0 practices. It also proposes a framework for showing the relationship between ChatGPT utilisation and practicing marketing 5.0, depicting the dark side of this techno-marketing integration. It also emphasised the need for conscious and learned associations between the concepts under study.