سخن سردبیر
نویسندگان
1 دکتری مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
2 استاد تمام، گروه مدیریت مالی، دانشکده مدیریت دانشگاه تهران، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
In the modern world of marketing, the use of emerging technologies plays a vital role in shaping marketing strategies. In this regard, ChatGPT, as a tool based on artificial intelligence, has provided new possibilities for marketers that can create great changes in interacting with customers and personalizing marketing communications. This article examines and analyzes the applications of ChatGPT in marketing and through a case study and data analysis, shows how this technology can help optimize customer-related processes.
In this article, a comprehensive review and analysis of scientific articles published in 2023 and 2024 has been done to show what new developments have been experienced in marketing research. The main focus is on the role and importance of using artificial intelligence tools such as GPT chat in this research. The findings show that the use of these technologies in marketing studies has not only helped to form a better understanding of consumer behavior, but has also been effective in improving the level of interaction and responding to their needs. In particular, GPT chat has emerged as a powerful tool for personalizing the customer experience, and significant benefits have been achieved in improving communication and increasing customer loyalty. This research confirms that the integration of advanced technologies in marketing strategies can have positive effects on the overall performance of companies.
In addition, this paper addresses the main challenges arising from the implementation of AI-based technologies in the marketing industry, including concerns about customer privacy and data management. Finally, it provides recommendations for overcoming these challenges and optimally exploiting ChatGPT in marketing. This research provides a platform for a better understanding of the uses and potentials of ChatGPT in the field of marketing and can serve as a guide for marketers to use more effective strategies.
کلیدواژهها [English]
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