Impact of Generative Artificial Intelligence (AI) in Content Marketing

Abstract

This study looks at how generative artificial intelligence (AI) is used in content marketing, focusing on things like awareness, use, effectiveness, efficiency, and new trends. Structured questionnaires were used to gather data from 96 respondents, and chi-square tests and descriptive statistics were used for analysis. The results show that generative AI tools like ChatGPT and GPT-4 are well known and are being used more often, with social media acting as the main exposure channel. Time savings, increased creativity, cost effectiveness, and ease of use were among the main advantages mentioned by respondents. However, issues with over-reliance, ethical dangers, authenticity, and possible job displacement were brought up. Positive views of AI were significantly correlated with higher levels of brand trust and engagement, but there was no discernible difference in the efficacy of content generation between AI users and non-users. The study comes to the conclusion that although generative AI is revolutionizing content marketing, its effective integration requires ethical supervision, AI literacy, and balanced human-AI collaboration.