2024/05/10 by Elena Osadchaya, Ben Marder, Jennifer A. Yule +14 · 49 citations
Computer Science · Medicine · Psychology · Social Sciences · #AI in Service Interactions #Advertising #Artificial Intelligence in Healthcare and Education #Artificial intelligence #Business #Computer science #Contingency #Creativity #Epistemology #Ethics and Social Impacts of AI #Generative grammar #Generative model #Marketing #Psychology #Social psychology
paper · doi:10.1016/j.bushor.2024.05.002
published in Business Horizons 67(5), 571-581 (Elsevier BV)
openalex publication_date 2024/05/10 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/25
Generative AI technology is evoking both excitement and fear about its potential impact across a host of industries including advertising where it is expected to have a significant disruptive effect. This article utilizes the paradox lens to explore the implications of text-to-text generative AI in the form of ChatGPT for the advertising industry. Drawing on 48 interviews with advertising professionals, we identify three operational paradoxes which are associated with conducting research, creativity, efficiency, and one psychological paradox related to work identity. To gain a competitive advantage we urge practitioners to adopt a confrontation-based ‘coping strategy’ to navigate these paradoxes. This can be mobilized through either an ambidexterity or contingency paradox management approach. Specific tactics are outlined.