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Empowering Marketing Strategies of SMEs in Emerging Countries with Generative Artificial Intelligence

Year: 2024

Type: article

Abstract: The emergence of generative artificial intelligence has become highly relevant globally, given the many benefits provided by applications such as ChatGPT. However, there is little evidence on small and medium-sized enterprises' perceptions of the potential use and impacts of generative artificial intelligence. In this study, 17 semi-structured interviews were conducted with SME owners in Chile and Peru. Therefore, we were able to understand the perceptions of entrepreneurs about the possibilities offered using generative artificial intelligence tools for the marketing strategies of their organizations. This study extends the literature on generative artificial intelligence and SME marketing. Received: 4 June 2024 / Accepted: 30 August 2024 / Published: 05 September 2024

Source: Academic Journal of Interdisciplinary Studies

DOI: 10.36941/ajis-2024-0162

Authors: Giuliana Cornejo-Meza, Jesús Vivanco, Moisés Huayanay, Nicolas A. Nunez

Language: English

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

Open Access status: diamond

OpenAlex ID: W4402324452

FWCI: 0.152

Cites:

Cited by: 1

Related to: 10