Document Type
Article
Publication Date
Summer 5-20-2024
Abstract
Generative Artificial Intelligence––defined as AI-enabled technology that analyzes and learns from existing data and generates novel human-like content –– has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI from generic, domain tailored and collaborative systems, that are democratized and only offering demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate these current large language models into building their brand persona will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into generative AI platforms, firms can achieve novel, interactive, and personalized insights that may be difficult for their competitors to replicate.
Recommended Citation
Cui, Y. G., van Esch, P., & Phelan, S. (2024). How to build a competitive advantage for your brand using generative AI. Business Horizons, 67(5), 583-594. Available at https://digitalcommons.coastal.edu/marketing-hrtm/3/