From ideation to execution: unleashing the power of generative AI in modern digital marketing and customer engagement - a systematic literature review and case study
Generative Artificial Intelligence (GAI) is revolutionizing digital marketing by auto-content creation, personalized customer experience, and data-driven decisions. This study conducts a systematic literature review and case study analysis to explore GAI applications, benefits, and challenges in mod...
Saved in:
| Main Authors: | , , , , , , |
|---|---|
| Format: | Article |
| Language: | en en |
| Published: |
Elsevier
2026
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/125796/1/125796_From%20ideation%20to%20execution.pdf http://irep.iium.edu.my/125796/7/125796_From%20ideation%20to%20execution_SCOPUS.pdf http://irep.iium.edu.my/125796/ https://www.sciencedirect.com/science/article/pii/S2590005625002577 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|