On ChatGPT and beyond: How generative artificial intelligence may affect research, teaching, and practice
Open accessAbstract
How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the way we have been conducting—and evaluating—academic research, teaching, and business practice? What are the implications for the theory and practice of marketing? What are the opportunities and threats, and what are some interesting avenues for future research? This editorial aims to kick off an initial discussion and stimulate research that will help us better understand how the marketing field can fully exploit the potential of GenAI and effectively cope with its challenges.
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Students face difficulty in determining the originality of work generated by GenAI tools.
“Students express concerns about the accuracy and ethical issues, particularly plagiarism, as they face difficulty in determining the originality of work generated by GenAI tools (Peres et al., 2023)”
From Students’ voices on generative AI: perceptions, benefits, and challenges in higher education (2023) · cites this paper as Peres et al., 2023
GenAI operates probabilistically, producing content that resembles but does not duplicate its training data.
“Generative artificial intelligence (GenAI) is a form of AI that operates probabilistically, producing content that resembles but does not duplicate its training data (Peres et al., 2023).”
From College students' credibility assessments of <scp>GenAI</scp>‐generated information for academic tasks: An interview study (2025) · cites this paper as Peres et al., 2023
The newly added heuristic, intrasystem consistency, seems useful in evaluating GenAI credibility, given the probabilistic content-generation behavior of GenAI tools.
“The newly added heuristic, intrasystem consistency, seems useful in evaluating GenAI credibility, given the probabilistic contentgeneration behavior of GenAI tools (Peres et al., 2023).”
From College students' credibility assessments of <scp>GenAI</scp>‐generated information for academic tasks: An interview study (2025) · cites this paper as Peres et al., 2023
LLMs can generate personalized email subject lines, email body copy, product descriptions, chatbot responses, and brand voice directives.
“In e-commerce marketing, LLMs have the ability to generate personalized email subject lines, email body copy, product descriptions, chatbot responses, and even brand voice directives (Peres et al., 2023).”
From The Impact of Generative AI on Personalized Content Marketing in E-Commerce (2025) · cites this paper as Peres et al., 2023
LLMs are already starting to permeate the academic landscape.
“Finding answers to this question is urgent as LLMs are already starting to permeate the academic landscape (10–17).”
From How should the advancement of large language models affect the practice of science? (2025) · cites this paper as [10]
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Students’ voices on generative AI: perceptions, benefits, and challenges in higher education
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“Students express concerns about the accuracy and ethical issues, particularly plagiarism, as they face difficulty in determining the originality of work generated by GenAI tools (Peres et al., 2023), which are unable to assess validity or identify falsehoods, thus necessitating human oversight (Lubowitz, 2023).”
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“Students express concerns about the accuracy and ethical issues, particularly plagiarism, as they face difficulty in determining the originality of work generated by GenAI tools (Peres et al., 2023), which are unable to assess validity or identify falsehoods, thus necessitating human oversight (Lubowitz, 2023).”
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- Authors
- Peres, R., Schreier, M., Schweidel, D., & Sorescu, A.
- Affiliations
- Hebrew University of Jerusalem (IL)
- Vienna University of Economics and Business (AT)
- Emory University (US)
- Texas A&M University (US)
- Corresponding author
- Schreier, Martin
- Venue
- International Journal of Research in Marketing
- Publisher
- Elsevier BV
- Published
- 2023-06
- Volume
- 40
- Issue
- 2
- Pages
- 269-275
- ISSN
- 0167-8116 (ISSN-L)
- OpenAlex
- W4362722657
- Semantic Scholar
- c4d401209b3995f4d1bdd998ef15daedc1d3ffa6
- Cited by
- 535
- References
- 25
- Citations by year
- 2026: 123 · 2025: 176 · 2024: 153 · 2023: 82 · 2022: 1
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- International Journal of Research in Marketing (publishedVersion, cc-by-nc-nd)
- WU Research (publishedVersion, other-oa)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
- Physical Sciences › Computer Science › Information Systems › Artificial Intelligence in Education
- Keywords
- generative AI, ChatGPT, market analysis, marketing education, organizational practices, artificial intelligence in academia, research evaluation
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