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Transforming Digital Marketing with Generative AI
Open accessAbstract
The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.
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Cited by
Sorted by citations
Exploring the Collaborative Co-Creation Process with AI: A Case Study in Novice Music Production
Fu, Y., Newman, M., Going, L., Feng, Q., & Lee, J. H. (2025) · Proceedings of the 2025 ACM Designing Interactive Systems Conference · doi:10.1145/3715336.3735829 · Cited by 30
Exploring the Collaborative Co-Creation Process with AI: A Case Study in Novice Music Production
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Metadata
- Authors
- Islam, T., Miron, A., Nandy, M., Choudrie, J., Liu, X., & Li, Y.
- Affiliations
- Brunel University of London (GB)
- University of Hertfordshire (GB)
- Corresponding author
- Li, Yongmin
- Venue
- Computers
- Publisher
- MDPI AG
- Published
- 2024-07-08
- Volume
- 13
- Issue
- 7
- Pages
- 168
- ISSN
- 2073-431X (ISSN-L)
- OpenAlex
- W4400418528
- Cited by
- 68
- References
- 84
- Citations by year
- 2026: 27 · 2025: 34 · 2024: 7
- FWCI
- 48.78
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Computers (publishedVersion, cc-by)
- University of Hertfordshire Research Archive (University of Hertfordshire) (acceptedVersion)
- Brunel University Research Archive (BURA) (Brunel University London) (submittedVersion, cc-by)
- University of Hertfordshire Research Archive (University of Hertfordshire) (submittedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
- Funders
- Engineering and Physical Sciences Research Council (EPSRC) (EP/T518116/1)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- generative AI, digital marketing, marketing content creation, fashion industry, virtual try-on, image-to-video generation
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