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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tomminen, Valtteri", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-04-24T06:08:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-04-24T06:08:35Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/101599", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Generative AI has become widespread in recent years and is increasingly being used in marketing. The phenomenon is relatively new to marketers and sales professionals, and it has not been studied much. However, the interest in the use of Generative AI in marketing has exploded in the last few years, demonstrating the relevance and importance of the topic.\n\nThe aim of the study was to investigate the impact of Generative AI on marketing and sales enhancement, immersive marketing and strategic management of marketing and sales in the era of Generative AI. The study delved into the use of Generative AI from several different perspectives to form a holistic understanding of the phenomenon and its implications.\n\nThe theoretical framework of the study examined the effects of Generative AI from several different perspectives. First, the theoretical framework examined the impact of Generative AI on marketing and sales effectiveness. Then, the framework presented the main theories related to immersive marketing. The theories were also examined from a strategic management perspective, and the prevailing theories on challenges, ethics and regulation in the context of Generative AI were presented. \n\nThe research was carried out using qualitative research and semi-structured interviews as a research method. The interviews involved 27 professionals in the field of Generative AI, marketing, sales and immersive environments. The empirical data was analyzed using abductive research methods and thematic analysis.\n\nThe results showed the impact of Generative AI on marketing from different perspectives. Based on the study's findings, a model of the different stages of adopting Generative AI in marketing was developed. The study also showed the benefits and effects of Generative AI on sales. In addition, the study identified various factors that influence strategic marketing management in the era of Generative AI, by forming a new model of strategic management based on the results. In addition, the results of the study highlighted managerial implications for the usage of Generative AI at different levels.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Generatiivinen teko\u00e4ly on yleistynyt merkitt\u00e4v\u00e4sti viimevuosina, ja sit\u00e4 on alettu hy\u00f6dynt\u00e4\u00e4 eneneviss\u00e4 m\u00e4\u00e4rin markkinoinnissa. Ilmi\u00f6 on verrattain uusi niin markkinoijille kuin myynnin ammattilaisille, ja sit\u00e4 on tutkittu v\u00e4h\u00e4n. Kuitenkin kiinnostus generatiivisen teko\u00e4lyn hy\u00f6dynt\u00e4misest\u00e4 markkinoinnissa on r\u00e4j\u00e4ht\u00e4nyt aivan viime vuosien aikana, mik\u00e4 osoittaa ilmi\u00f6n ajankohtaisuuden ja t\u00e4rkeyden. \n\nTutkimuksen tavoitteena oli tutkia, miten generatiivinen teko\u00e4ly vaikuttaa markkinointiin ja myyntiin, immersiiviseen markkinointiin sek\u00e4 markkinoinnin ja myynnin strategiseen johtamiseen generatiivisen teko\u00e4lyn aikakaudella. Tutkimuksessa syvennyttiin generatiivisen teko\u00e4lyn hy\u00f6dynt\u00e4miseen useista eri n\u00e4k\u00f6kulmista muodostaen kokonaisvaltaisen k\u00e4sityksen ilmi\u00f6st\u00e4 ja sen vaikutuksista. \n\nTutkimuksen teoreettisessa viitekehyksess\u00e4 tarkasteltiin generatiivisen teko\u00e4lyn vaikutuksia useista eri n\u00e4k\u00f6kulmista. Ensin teoreettinen viitekehys tarkasteli generatiivisen teko\u00e4lyn vaikutuksia markkinoinnin ja myynnin tehostamiseen. Sitten viitekehyksess\u00e4 esiteltiin t\u00e4rkeimm\u00e4t teoriat liittyen immersiiviseen markkinointiin. Lis\u00e4ksi teorioita tarkasteltiin strategisen johtamisen n\u00e4k\u00f6kulmasta ja esiteltiin haasteisiin, eettisyyteen ja regulaatioon liittyvi\u00e4 vallitsevia teorioita generatiivisen teko\u00e4lyn kontekstissa. \n\nTutkimus toteutettiin laadullisilla tutkimusmenetelmill\u00e4 hy\u00f6dynt\u00e4en puolistrukturoituja haastatteluja tutkimusmetodina. Haastatteluihin osallistui 27 generatiivisen teko\u00e4lyn sek\u00e4 markkinoinnin, myynnin ja immersiivisten ymp\u00e4rist\u00f6jen ammattilaista. Empiirinen aineisto analysoitiin hy\u00f6dynt\u00e4en abduktiivisia tutkimusmenetelmi\u00e4 sek\u00e4 temaattista analysointia. \n\nTutkimustulokset osoittivat, millaisia vaikutuksia generatiivisella teko\u00e4lyll\u00e4 on markkinointiin eri n\u00e4k\u00f6kulmista. Tutkimuksessa muodostettiin generatiivisen teko\u00e4lyn k\u00e4ytt\u00f6\u00f6noton eri vaiheiden malli markkinoinnissa perustuen tutkimustuloksiin. Tutkimus ositti my\u00f6s generatiivisen teko\u00e4lyn hy\u00f6tyj\u00e4 ja vaikutuksia myyntiin. Lis\u00e4ksi tutkimuksessa tunnistettiin eri tekij\u00f6it\u00e4, jotka vaikuttavat strategiseen markkinoinnin johtamiseen generatiivisen teko\u00e4lyn aikakaudella, muodostaen tulosten pohjalta uudenlaisen strategisen johtamisen mallin. Lis\u00e4ksi tutkimuksen tulokset nostivat esiin liikkeenjohdollisia p\u00e4\u00e4telmi\u00e4 generatiivisen teko\u00e4lyn hy\u00f6dynt\u00e4misest\u00e4 eri tasoilla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-04-24T06:08:35Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-04-24T06:08:35Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "98", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Revolutionizing Marketing with Generative AI", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202504243418", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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