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

Elena Osadchaya; Ben Marder; Jennifer Yule; Amy Yau; Laura Lavertu; Nikolaos Stylos; Sebastian Oliver; Rob Angell; Anouk de Regt; Liyu  Gao; Kang Qi; Will Zhang; Yiwei Zhang; Jiayuan Li; Sara AlRabiah

doi:10.1016/j.bushor.2024.05.002

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

Elena Osadchaya^*, Ben Marder, Jennifer Yule, Amy Yau, Laura Lavertu, Nikolaos Stylos, Sebastian Oliver, Rob Angell, Anouk de Regt, Liyu Gao, Kang Qi, Will Zhang, Yiwei Zhang, Jiayuan Li, Sara AlRabiah

^*Corresponding author for this work

Cabot Institute for the Environment

Research output: Contribution to journal › Article (Academic Journal) › peer-review

20 Citations (Scopus)

Abstract

Generative AI 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 generative AI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes which 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 through either an ambidexterity or contingency paradox management approach. Specific tactics are outlined.

Original language	English
Pages (from-to)	571-581
Number of pages	11
Journal	Business Horizons
Volume	67
Issue number	5
Early online date	10 May 2024
DOIs	https://doi.org/10.1016/j.bushor.2024.05.002
Publication status	Published - 1 Sept 2024

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Publisher Copyright:
© 2024 Kelley School of Business, Indiana University

Keywords

Chat GPT
generative AI
paradox
Advertising
chatbot

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abstract = "Generative AI 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 generative AI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes which 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 {\textquoteleft}coping strategy{\textquoteright} to navigate these paradoxes. This can be mobilized through either an ambidexterity or contingency paradox management approach. Specific tactics are outlined.",

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AU - Yau, Amy

AU - Lavertu, Laura

AU - Stylos, Nikolaos

AU - Oliver, Sebastian

AU - Angell, Rob

AU - de Regt, Anouk

AU - Gao, Liyu

AU - Qi, Kang

AU - Zhang, Will

AU - Zhang, Yiwei

AU - Li, Jiayuan

AU - AlRabiah, Sara

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AB - Generative AI 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 generative AI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes which 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 through either an ambidexterity or contingency paradox management approach. Specific tactics are outlined.

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

Abstract

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Keywords

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