...Anshul Saxena Purpose This paper examines how generative AI is reshaping financial-services marketing by focusing on the information quality of AI-generated insurance SMS messages. It addresses three gaps: how recipients evaluate relevance and soundness, how these perceptions relate...

... and marketing, examining its effect on competitive marketing performance, while also considering influencing factors such as limited budgets, a focus on niche markets, improvements in AI skills and infrastructure, and ethical concerns. Generative AI Marketing Competitive marketing performance Small...

...Zahy Ramadan; Maya F. Farah; Yaman Nassereddine Purpose With an emphasis on the key consumer journey phases of awareness, engagement, purchase and loyalty, this study examines the relative effects of generative AI on customer–brand relationships across X and Threads. Design/methodology/approach...

... Generative AI Conversational chatbots Stages of growth model Maturity model Latent dirichlet allocation Since its public launch in late November 2022, ChatGPT has exploded in popularity (Dwivedi et al., 2023a). Within the first week of its launch, it has amassed over one million users...