The Impact of Generative Artificial Intelligence on Digital Content Marketing Practices

Abstract

The rapid growth of digitalization of marketing communication methods and marketing processes has led marketers to transform their way of conveying messages to customers and the necessity of digital content has grown. This fundamental shift of reaching the target audience with the right message makes digital content marketing (DCM) a mainstream marketing process. Similarly, the need for efficiency in the DCM process makes generative artificial intelligence (GAI) a strategic solution where content can be generated using a prompt by a conversational method with AI. To address important knowledge gaps, this research identified the factors that may lead marketers to use GAI over humans in content creation. GAI strongly influences the digital content creation by offering efficiency, personalization, and better customer insight that eases the task of marketers, although there are still challenges for marketers regarding the quality of content and accuracy of information where they need to invest manpower. This study employed a theoretical framework addressing the effect of GAI on the marketing process and outcomes that are grounded in relevant marketing research streams (DCM, GAI, and marketing technology). Following the theory, a qualitative research method was used, building on seven semi-structured interviews with DCM professionals from different industries who have hands-on experience using GAI tools. Using thematic analysis, the patterns of themes are identified, and a thematic framework is developed that represents the influence of GAI in the DCM process. Results from the research add knowledge regarding the impacts of GAI tools in content marketing. GAI has made it easier for marketers to create value for customers through personalized content addressing their needs and saving marketing expenditures. The findings also indicate that GAI applications have made the content creation faster, improved the idea generation process, and offered a wide variation of design in content that directly influences customer engagement and satisfaction. This study contributes to the knowledge of DCM by reflecting on the benefits, challenges, and prospects of GAI technology considering a contemporary phenomenon in the DCM field. From the managerial perspective, this research provides digital marketing practitioners with a foundational knowledge of GAI’s current influence on content marketing and future endeavors considering the migration of content creation skills.