To ChatGPT or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry

Elena Osadchaya*, Ben Marder, Jennifer A. Yule, Amy Yau, Laura Lavertu, Nikolaos Stylos, Anouk de Regt, Sebastian Oliver, Rob Angell, Liyu Gao, Kang Qi, Will [Zhiyuan] Zhang, Yiwei Zhang, Jiayuan Li, Sara Alrabiah

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract / Description of output

Generative AI (GenAI) technology is evoking both excitement and fear about its potential impact across a host of industries—including advertising, where it is expected to have a significant disruptive effect. This article utilizes the paradox lens to explore the implications of text-to-text GenAI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes that are associated with conducting research, creativity, efficiency, and one psychological paradox related to work identity. To gain a competitive advantage, we urge practitioners to adopt a confrontation-based coping strategy to navigate these paradoxes. This can be mobilized via an ambidexterity or contingency paradox management approach. We outline specific tactics in this article.

Original languageEnglish
Pages (from-to)571-581
Number of pages11
JournalBusiness Horizons
Volume67
Issue number5
Early online date10 May 2024
DOIs
Publication statusPublished - 1 Sept 2024

Keywords / Materials (for Non-textual outputs)

  • ChatGPT
  • generative AI
  • paradox
  • advertising
  • chatbot

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