The impact of generative AI on marketing innovation and business growth challenges and opportunities in the digital economy — Wishah et al. (2026)
The meteoric rise of generative artificial intelligence (GenAI) has transformed marketing practices and business models for conducting businesses within the digital economy. GenAI exceeds its typical AI counterpart because besides analyzing data, it helps generate new text, images, and content with added features; therefore, an entirely new avenue for marketing innovation as well as organizational growth. This study aims to establish the relationship between the application of GenAI with marketing innovation and business growth through a mixed methods approach. Quantitative data analyzed by…
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