Musella, Salvatore (A.A. 2023/2024) The impact of generative AI on content marketing strategies. Tesi di Laurea in Omnichannel approach to retailing, Luiss Guido Carli, relatore Angelo Baccelloni, pp. 135. [Master's Degree Thesis]

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Abstract/Index

Artificial intelligence and generative AI. A brief evolution history of artificial intelligence. The generative AI. The modal classification and algorithm models of generative AI. The generative AI industry trends. The convergence of generative AI and media: transforming content creation and strategy. The rise of AIGC. The application of AIGC in content advertising industry. The application of generative AI in the media industry. Risk alongside the AIGC application. Exploring organizational adoption of AIGC: data collection, analysis, and strategic insights. The research question. Research design and methodology. Analysis and discussion of findings. Managerial implications, limitations, and future research directions.

References

Bibliografia: pp. 119-131.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77)
Chair:	Omnichannel approach to retailing
Thesis Supervisor:	Baccelloni, Angelo
Thesis Co-Supervisor:	Peverini, Paolo
Academic Year:	2023/2024
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	15 Jul 2025 14:25
Last Modified:	15 Jul 2025 14:25
URI:	https://tesi.luiss.it/id/eprint/42932

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