Applications of Machine Learning and Generative AI in Shaping the Future of Marketing

The increasing digital transformation of societies and markets has made data and the ability to leverage data a critical success factor for companies. Whilst artificial intelligence (AI) can add value to many business functions, its primary beneficiary is perhaps marketing, with its core responsibility to understand customers and accordingly adapt market offerings. In response, companies have started to embrace AI.

This special issue of the Journal of Business Research on ScienceDirect has a number of interesting, related papers. Which at the time of this posting include:

• Generative artificial intelligence (GenAI) revolution: A deep dive into GenAI adoption

• Profit-driven pre-processing in B2B customer churn modeling using fairness techniques

• Managing deepfakes with artificial intelligence: Introducing the business privacy calculus