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

Osadchaya, Elena, Marder, Ben, Yule, Jennifer, Yau, Amy ORCID: https://orcid.org/0000-0002-8782-0102, Lavertu, Laura, Stylos, Nikolaos, Oliver, Sebastian, Angell, Rob, Regt, Anouk de, Gao, Liyu, Qi, Kang, Zhang, Will, Zhang, Yiwei, Li, Jiayuan and AlRabiah, Sara 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67 (5) , pp. 571-581. 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 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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Elsevier
ISSN:	0007-6813
Date of First Compliant Deposit:	5 April 2024
Date of Acceptance:	1 February 2024
Last Modified:	03 Sep 2024 13:15
URI:	https://orca.cardiff.ac.uk/id/eprint/167763

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