To ChatGPT, or not to ChatGPT: navigating the paradoxes of generative AI in the advertising industry
To ChatGPT, or not to ChatGPT: navigating the paradoxes of generative AI in the advertising industry
Generative AI (GenAI) 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 GenAI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes that 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 via an ambidexterity or contingency paradox management approach. We outline specific tactics in this article.
Advertising, ChatGPT, Chatbots, Generative AI, Paradoxes
571-581
Osadchaya, Elena
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Marder, Ben
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Yule, Jennifer A.
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Yau, Amy
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Lavertu, Laura
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Stylos, Nikolaos
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Oliver, Sebastian
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Angell, Rob
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de Regt, Anouk
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Gao, Liyu
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Qi, Kang
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Zhang, Will
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Zhang, Yiwei
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Li, Jiayuan
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AlRabiah, Sara
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10 May 2024
Osadchaya, Elena
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Marder, Ben
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Yule, Jennifer A.
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Yau, Amy
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Lavertu, Laura
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Stylos, Nikolaos
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Oliver, Sebastian
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Angell, Rob
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de Regt, Anouk
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Gao, Liyu
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Qi, Kang
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Zhang, Will
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Zhang, Yiwei
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Li, Jiayuan
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AlRabiah, Sara
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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, 67 (5), .
(doi:10.1016/j.bushor.2024.05.002).
Abstract
Generative AI (GenAI) 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 GenAI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes that 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 via an ambidexterity or contingency paradox management approach. We outline specific tactics in this article.
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Accepted/In Press date: 10 May 2024
e-pub ahead of print date: 10 May 2024
Published date: 10 May 2024
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Publisher Copyright:
© 2024 Kelley School of Business, Indiana University
Keywords:
Advertising, ChatGPT, Chatbots, Generative AI, Paradoxes
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Local EPrints ID: 490974
URI: http://eprints.soton.ac.uk/id/eprint/490974
ISSN: 0007-6813
PURE UUID: 0095412e-843b-49cd-bceb-255d7f81c2af
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Date deposited: 10 Jun 2024 17:03
Last modified: 20 Nov 2024 02:56
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Contributors
Author:
Elena Osadchaya
Author:
Ben Marder
Author:
Jennifer A. Yule
Author:
Amy Yau
Author:
Laura Lavertu
Author:
Nikolaos Stylos
Author:
Sebastian Oliver
Author:
Anouk de Regt
Author:
Liyu Gao
Author:
Kang Qi
Author:
Will Zhang
Author:
Yiwei Zhang
Author:
Jiayuan Li
Author:
Sara AlRabiah
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