The Prospects and Challenges of ChatGPT on Marketing Research and Practices
Varsha Jaina b, Himanshu Raic d, Parvathy Subashe f, Emmanuel Mogajig h i✉
- aMICA
- bMICA, Shela Village, Off Sarkhej - Sanand Highway, Ahmedabad, 380058, India
- cIndian Institute of Management
- dIndian Institute of Management, Vastrapur, Ahmedabad, Gujarat 380 015, India
- eIndian Institute of Management Bangalore
- fIndian Institute of Management Indore
- gKeele University - Keele Business School
- hKeele University - Keele Business School, Keele, ST5 5AA, United Kingdom
- iUniversity of Greenwich - Department of Marketing, Events and Tourism
- ✉Corresponding author
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Abstract
The prospects and impact of AI and technology on marketing are critical and well-recognised. The emergence of ChatGPT is a recent tool developed using AI that has created a boom worldwide since its launch with significant implications on all business practises. While recognising the emerging literature on ChatGPT, this paper aims to contribute to the ongoing discussion and identifies the plethora of opportunities for using ChatGPT as an enabler in marketing research and practice. In addition to that, it also discusses the challenges related to using ChatGPT in marketing research. The paper further highlights prospects for integrating ChatGPT in various fields of marketing, such as consumer behaviour, advertising, branding, and sales, providing relevant practical implications for managers. Finally, the paper recognises the need for further study to understand the scope of ChatGPT better and offers future research agenda. The paper concludes by reemphasising the need for using ChatGPT with human intervention in marketing research and practise.