GenAI in Marketing & Communications
Within my master thesis I examined how Generative AI can optimize marketing workflows and enhance personalization. A guidebook was created to help businesses integrate GenAI effectively and ethically into their workflows .
This thesis investigates the transformative impact of Generative Artificial Intelligence (GenAI) on marketing and branding. It provides a comprehensive understanding of GenAI's potential to improve efficiency, enhance customer experiences and strengthen brand identity. The result of this research is a practical guide for companies that provides actionable steps to successfully integrate GenAI into their workflows. In general, GenAI offers significant benefits in marketing as it improves efficiency and personalisation. It automates repetitive tasks and allows teams to focus on strategic initiatives while delivering highly personalised marketing strategies tailored to individual customer preferences. In addition, GenAI uses data-driven analytics to deliver actionable insights that help organisations make informed decisions and improve their overall performance.
Purpose and scope
However, the effective implementation of GenAI comes with several challenges that need to be addressed to ensure successful integration.
Current headlines about artificial intelligence
The guidebook
This guidebook is the centrepiece of this work and provides a comprehensive, step-by-step framework for integrating generative AI (GenAI) into marketing strategies. It begins with preparatory steps such as establishing ethical guidelines, ensuring data compliance and fostering a culture of continuous learning to prepare organisations for AI adoption. The guide then details the implementation process, outlining key phases from readiness assessment to strategy development and implementation, complete with clear milestones and measurable KPIs to track progress and success.
The main focus lies on consumer-centric strategies, with an emphasis on the importance of building trust through transparency, ethical AI practices and active consumer engagement. To further support businesses, the guide includes case studies and best practices that provide real-world applications and actionable insights to help organisations avoid potential pitfalls and implement effective AI-powered solutions.
