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

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

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

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

^*Corresponding author for this work

School of Intelligent Finance and Business

Research output: Contribution to journal › Article › peer-review

11 Citations (Scopus)

Abstract

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 language	English
Journal	Business Horizons
Publication status	Published - 10 May 2024

Cite this

@article{b6f8fd77b35444829424736924f095fa,

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

abstract = "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.",

author = "Elena Osadchaya and Ben Marder and Jennifer Yule and Amy Yau and Jiayuan Li and Laura Lavertu and Nikolaos Stylos and Sebastian Oliver and Rob Angell and {de Regt}, Anouk and Liyu Gao and Qi Kang and Will Zhang and Yiwei Zhang and Sara AlRabiah",

year = "2024",

month = may,

day = "10",

language = "English",

journal = "Business Horizons",

issn = "0007-6813",

}

TY - JOUR

T1 - To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry

AU - Osadchaya, Elena

AU - Marder, Ben

AU - Yule, Jennifer

AU - Yau, Amy

AU - Li, Jiayuan

AU - Lavertu, Laura

AU - Stylos, Nikolaos

AU - Oliver, Sebastian

AU - Angell, Rob

AU - de Regt, Anouk

AU - Gao, Liyu

AU - Kang, Qi

AU - Zhang, Will

AU - Zhang, Yiwei

AU - AlRabiah, Sara

PY - 2024/5/10

Y1 - 2024/5/10

N2 - 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.

AB - 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.

M3 - Article

SN - 0007-6813

JO - Business Horizons

JF - Business Horizons

ER -

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

Abstract

Fingerprint

Cite this