Transforming Digital Marketing with Generative AI

Author:

Islam Tasin1ORCID,Miron Alina1ORCID,Nandy Monomita2ORCID,Choudrie Jyoti3ORCID,Liu Xiaohui1ORCID,Li Yongmin1ORCID

Affiliation:

1. Department of Computer Science, Brunel University London, London UB8 3PH, UK

2. Brunel Business School, Brunel University London, London UB8 3PH, UK

3. Hertfordshire Business School, University of Hertfordshire, Hatfield AL10 9AB, UK

Abstract

The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.

Funder

Engineering and Physical Sciences Research Council

Publisher

MDPI AG

Reference101 articles.

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