Second Round – The experts' scoring of each identified statement following the first round of open questions
| Topic | Statements | Expert 1 | Expert 2 | Expert 3 | Expert 4 | Expert 5 | Expert 6 | Expert 7 | Expert 8 | Expert 9 | Expert 10 | Expert 11 | Expert 12 | Expert 13 | Expert 14 | Mean | IQR |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Current benefits of Gen-AI | Gen-AI significantly enhances efficiency and speed in content production within marketing | 5 | 5 | 5 | 4 | 3 | 3 | 3 | 4 | 3 | 3 | 5 | 4 | 4 | 5 | 4,0 | 2 |
| Gen-AI streamlines the creation of content, including articles, social media posts, and video scripts | 5 | 5 | 5 | 4 | 4 | 3 | 4 | 4 | 2 | 2 | 4 | 3 | 5 | 5 | 3,9 | 2 | |
| Quality and creativity | During the ideation phase, Gen-AI acts as an assistant in brainstorming, providing original insights and content | 4 | 5 | 4 | 4 | 4 | 4 | 4 | 2 | 2 | 4 | 4 | 3 | 4 | 4 | 3,7 | 0 |
| The use of Gen-AI in content creation may lead to a diminution of language and writing skills | 4 | 3 | 5 | 5 | 3 | 4 | 3 | 3 | 5 | 5 | 4 | 4 | 4 | 4 | 4,0 | 2 | |
| Excessive use of Gen-AI negatively impacts human creativity | 3 | 4 | 5 | 5 | 3 | 4 | 2 | 1 | 5 | 5 | 5 | 5 | 4 | 4 | 3,9 | 2 | |
| In the creation of marketing content with a high emotional impact, Gen-AI lacks empathy and an appropriate tone of voice | 5 | 4 | 4 | 3 | 4 | 4 | 2 | 4 | 4 | 2 | 4 | 5 | 5 | 4 | 3,9 | 1 | |
| Strategies and practices | Gen-AI enables the customization of content to meet audience needs through data analysis | 4 | 5 | 2 | 5 | 4 | 5 | 3 | 4 | 4 | 5 | 5 | 4 | 4 | 5 | 4,2 | 1 |
| Gen-AI, in the planning phase, serves as an assistant capable of developing comprehensive and detailed editorial plans swiftly | 3 | 4 | 4 | 3 | 4 | 3 | 3 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 4,1 | 2 | |
| In content distribution, Gen-AI is useful for determining optimal timings for social media posting and newsletter dispatch, maximizing visibility and engagement | 4 | 4 | 2 | 3 | 3 | 4 | 2 | 4 | 4 | 4 | 2 | 3 | 2 | 2 | 3,1 | 2 | |
| Impact on professional skills | Gen-AI will require a re-skilling of the skills needed in the content marketing sector, emphasizing analytical, strategic, and creative abilities | 5 | 4 | 5 | 5 | 3 | 3 | 4 | 3 | 4 | 2 | 4 | 5 | 5 | 4 | 4,0 | 2 |
| Gen-AI will replace human capital in the content marketing sector | 3 | 3 | 2 | 3 | 2 | 3 | 2 | 3 | 1 | 5 | 5 | 5 | 5 | 4 | 3,3 | 3 | |
| Effective use of Gen-AI requires acquiring prompt engineering skills | 3 | 4 | 3 | 5 | 4 | 4 | 4 | 5 | 3 | 5 | 5 | 5 | 5 | 5 | 4,3 | 1 | |
| Ethical and legal implications | The use of Gen-AI entails significant legal issues related to copyright and data protection | 4 | 3 | 5 | 4 | 3 | 5 | 4 | 4 | 5 | 5 | 3 | 3 | 4 | 4 | 4,0 | 2 |
| It is essential that Gen-AI is programmed to minimize racial, gender, or cultural biases in the content it generates | 4 | 4 | 3 | 5 | 5 | 5 | 2 | 3 | 1 | 1 | 4 | 4 | 4 | 5 | 3,6 | 2 | |
| Transparency in the application of Gen-AI is crucial to ensure clear identification of the origin of generated content | 5 | 4 | 4 | 5 | 4 | 5 | 2 | 1 | 3 | 4 | 5 | 5 | 4 | 5 | 4,0 | 1 | |
| Gen-AI should be strictly regulated to protect individuals' privacy | 4 | 4 | 2 | 5 | 4 | 5 | 3 | 3 | 4 | 4 | 2 | 3 | 4 | 4 | 3,6 | 1 | |
| In the event of harm caused by content generated by Gen-AI, the creators of the algorithm should be held legally accountable | 2 | 3 | 1 | 3 | 3 | 3 | 4 | 3 | 2 | 5 | 4 | 3 | 5 | 5 | 3,3 | 2 | |
| It is vital that all employees are adequately trained on the ethical and legal implications of using Gen-AI in the company | 5 | 4 | 5 | 5 | 4 | 5 | 4 | 3 | 5 | 4 | 4 | 3 | 4 | 5 | 4,3 | 1 | |
| The development of specific national and international regulations governing the use of Gen-AI is urgent | 5 | 4 | 3 | 5 | 3 | 4 | 4 | 3 | 5 | 5 | 5 | 2 | 4 | 4 | 4,0 | 2 | |
| Future implications | In the future, Gen-AI will significantly improve content personalization in content marketing | 4 | 5 | 4 | 4 | 3 | 3 | 3 | 5 | 4 | 2 | 2 | 1 | 2 | 3 | 3,2 | 2 |
| Future content marketing software will feature total integration with Gen-AI. | 4 | 5 | 4 | 4 | 3 | 3 | 4 | 5 | 4 | 3 | 5 | 4 | 4 | 4 | 4,0 | 1 | |
| 3,8 |
| Topic | Statements | Expert 1 | Expert 2 | Expert 3 | Expert 4 | Expert 5 | Expert 6 | Expert 7 | Expert 8 | Expert 9 | Expert 10 | Expert 11 | Expert 12 | Expert 13 | Expert 14 | Mean | IQR |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Current benefits of Gen-AI | 5 | 5 | 5 | 4 | 3 | 3 | 3 | 4 | 3 | 3 | 5 | 4 | 4 | 5 | |||
| 5 | 5 | 5 | 4 | 4 | 3 | 4 | 4 | 2 | 2 | 4 | 3 | 5 | 5 | ||||
| Quality and creativity | 4 | 5 | 4 | 4 | 4 | 4 | 4 | 2 | 2 | 4 | 4 | 3 | 4 | 4 | |||
| 4 | 3 | 5 | 5 | 3 | 4 | 3 | 3 | 5 | 5 | 4 | 4 | 4 | 4 | ||||
| 3 | 4 | 5 | 5 | 3 | 4 | 2 | 1 | 5 | 5 | 5 | 5 | 4 | 4 | ||||
| 5 | 4 | 4 | 3 | 4 | 4 | 2 | 4 | 4 | 2 | 4 | 5 | 5 | 4 | ||||
| Strategies and practices | 4 | 5 | 2 | 5 | 4 | 5 | 3 | 4 | 4 | 5 | 5 | 4 | 4 | 5 | |||
| 3 | 4 | 4 | 3 | 4 | 3 | 3 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | ||||
| 4 | 4 | 2 | 3 | 3 | 4 | 2 | 4 | 4 | 4 | 2 | 3 | 2 | 2 | ||||
| Impact on professional skills | 5 | 4 | 5 | 5 | 3 | 3 | 4 | 3 | 4 | 2 | 4 | 5 | 5 | 4 | |||
| 3 | 3 | 2 | 3 | 2 | 3 | 2 | 3 | 1 | 5 | 5 | 5 | 5 | 4 | ||||
| 3 | 4 | 3 | 5 | 4 | 4 | 4 | 5 | 3 | 5 | 5 | 5 | 5 | 5 | ||||
| Ethical and legal implications | 4 | 3 | 5 | 4 | 3 | 5 | 4 | 4 | 5 | 5 | 3 | 3 | 4 | 4 | |||
| 4 | 4 | 3 | 5 | 5 | 5 | 2 | 3 | 1 | 1 | 4 | 4 | 4 | 5 | ||||
| 5 | 4 | 4 | 5 | 4 | 5 | 2 | 1 | 3 | 4 | 5 | 5 | 4 | 5 | ||||
| 4 | 4 | 2 | 5 | 4 | 5 | 3 | 3 | 4 | 4 | 2 | 3 | 4 | 4 | ||||
| 2 | 3 | 1 | 3 | 3 | 3 | 4 | 3 | 2 | 5 | 4 | 3 | 5 | 5 | ||||
| 5 | 4 | 5 | 5 | 4 | 5 | 4 | 3 | 5 | 4 | 4 | 3 | 4 | 5 | ||||
| 5 | 4 | 3 | 5 | 3 | 4 | 4 | 3 | 5 | 5 | 5 | 2 | 4 | 4 | ||||
| Future implications | 4 | 5 | 4 | 4 | 3 | 3 | 3 | 5 | 4 | 2 | 2 | 1 | 2 | 3 | |||
| 4 | 5 | 4 | 4 | 3 | 3 | 4 | 5 | 4 | 3 | 5 | 4 | 4 | 4 | ||||
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