To ChatGPT, or not to ChatGPT : navigating the paradoxes of generative AI in the advertising industry

Osadchaya, Elena and Marder, Ben and Yule, Jennifer A. and Yau, Amy and Lavertu, Laura and Stylos, Nikolaos and Oliver, Sebastian and Angell, Rob and Regt, Anouk de and Gao, Liyu and Qi, Kang and Zhang, Will Zhiyuan and Zhang, Yiwei and Li, Jiayuan and AlRabiah, Sara (2024) To ChatGPT, or not to ChatGPT : navigating the paradoxes of generative AI in the advertising industry. Business Horizons. ISSN 0007-6813 (https://doi.org/10.1016/j.bushor.2024.05.002)

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Abstract

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 that 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 via an ambidexterity or contingency paradox management approach. We outline specific tactics in this article.

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