{"title":"How to build a competitive advantage for your brand using generative AI","authors":"","doi":"10.1016/j.bushor.2024.05.003","DOIUrl":null,"url":null,"abstract":"<div><p>Generative artificial intelligence—defined as AI-enabled technology that analyzes and learns from existing data and generates novel, humanlike content<em>—</em><span>has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI<span> (GenAI) from generic, domain-tailored and collaborative systems<span>, which are democratized and only offer demand-driven insights, to the next frontier of alternative perceptual systems<span>. Managers who integrate current large language models into building their brand personae will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into GenAI platforms, firms can achieve novel, interactive, and personalized insights that their competitors may find difficult to replicate.</span></span></span></span></p></div>","PeriodicalId":48347,"journal":{"name":"Business Horizons","volume":"67 5","pages":"Pages 583-594"},"PeriodicalIF":5.8000,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Business Horizons","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0007681324000636","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Generative artificial intelligence—defined as AI-enabled technology that analyzes and learns from existing data and generates novel, humanlike content—has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI (GenAI) from generic, domain-tailored and collaborative systems, which are democratized and only offer demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate current large language models into building their brand personae will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into GenAI platforms, firms can achieve novel, interactive, and personalized insights that their competitors may find difficult to replicate.
期刊介绍：
Business Horizons, the bimonthly journal of the Kelley School of Business at Indiana University, is dedicated to publishing original articles that appeal to both business academics and practitioners. Our editorial focus is on covering a diverse array of topics within the broader field of business, with a particular emphasis on identifying critical business issues and proposing practical solutions. Our goal is to inspire readers to approach business practices from new and innovative perspectives. Business Horizons occupies a distinctive position among business publications by offering articles that strike a balance between academic rigor and practical relevance. As such, our articles are grounded in scholarly research yet presented in a clear and accessible format, making them relevant to a broad audience within the business community.
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