To ChatGPT, or not to ChatGPT: navigating the paradoxes of generative AI in the advertising industry

Osadchaya, Elena, Marder, Ben, Yule, Jennifer A., Yau, Amy, Lavertu, Laura, Stylos, Nikolaos, Oliver, Sebastian, Angell, Rob, de Regt, Anouk, Gao, Liyu, Qi, Kang, Zhang, Will, Zhang, Yiwei, Li, Jiayuan and AlRabiah, Sara (2024) To ChatGPT, or not to ChatGPT: navigating the paradoxes of generative AI in the advertising industry. Business Horizons. (doi:10.1016/j.bushor.2024.05.002).

Abstract

Generative AI technology is evoking both excitement and fear about its potential impact across a host of industries including advertising where it is expected to have a significant disruptive effect. This article utilizes the paradox lens to explore the implications of text-to-text generative AI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes which are associated with conducting research, creativity, efficiency, and one psychological paradox related to work identity. To gain a competitive advantage we urge practitioners to adopt a confrontation-based ‘coping strategy’ to navigate these paradoxes. This can be mobilized through either an ambidexterity or contingency paradox management approach. Specific tactics are outlined.

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Contributors

Author: Sebastian Oliver

Author: Rob Angell

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