A review of GPT Chat applications in Marketing

Abstract

The purpose of this research is to determine what are the uses of GPT Chat in Marketing according to the academic literature published between 2020 and 2023? It seeks to analyze the applications of GPT chat in the Marketing industry, achieving: (i) to explain the main characteristics of GPT Chat, based on the collection of information from Open AI; (ii) to identify the advantages and disadvantages of the applications of GPT chat in marketing, based on the review of scientific papers, and (iii) to compare the applications of GPT chat in marketing. To this end, a qualitative research was developed with a descriptive scope based on the review of literature indexed in EBSCO, Science Direct and Google Scholar between 2020 and 2023, specifically 30 papers. This provided evidence that GPT chat can be used for content creation, consumer insight, personalized marketing strategy development, segment targeting, copywriting, market research, report development and cost reduction. Despite the advantages of GPT Chat, its implementation faces great challenges, due to the lack of knowledge about its scope and social impact, causing people to feel mistrust about its reliability.