| Title |
How to build a competitive advantage for your brand using generative AI |
| ID_Doc |
75544 |
| Authors |
Cui, YY; van Esch, P; Phelan, S |
| Title |
How to build a competitive advantage for your brand using generative AI |
| Year |
2024 |
| Published |
Business Horizons, 67, 5 |
| DOI |
10.1016/j.bushor.2024.05.003 |
| Abstract |
Generative artificial intelligence-defined as AI-enabled technology that analyzes and learns from existing data and generates novel, humanlike content-has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI (GenAI) from generic, domain-tailored and collaborative systems, which are democratized and only offer demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate current large language models into building their brand personae will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into GenAI platforms, firms can achieve novel, interactive, and personalized insights that their competitors may find difficult to replicate. (c) 2024 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights are reserved, including those for text and data mining, AI training, and similar technologies. |
| Author Keywords |
Artificial intelligence; Generative AI; Brand persona; Competitive advantage; Large language models; Organizational strategy |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Social Science Citation Index (SSCI) |
| EID |
WOS:001301293900001 |
| WoS Category |
Business |
| Research Area |
Business & Economics |
| PDF |
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