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The Integration of Generative Artificial Intelligence Tools in Content Creation Working Processes: Insights into Belgian Marketing and Consulting Agencies

Severino Arvana, Samuel ; Lefevre, Victor
(2024)

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SEVERINO_39971900_LEFEVRE_09661900_2024.pdf
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Details

Supervisors
Pleyers, Gordy
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
This thesis aims to study the integration of generative artificial intelligence technology in content creation within Belgian marketing and consulting agencies. Our goal is to provide valuable insights into the adoption of AI, particularly generative AI, informing industry practices and guiding future research. To this end, a comprehensive literature review is conducted to summarize existing academic knowledge on AI in marketing. This review addresses the key elements of AI integration, from its goals and strategies to its benefits and challenges. We then carry out a qualitative study designed to answer our primary question: “how are generative AI tools integrated into content creation processes in Belgian marketing and consulting agencies?”. To achieve this, we conduct a series of semi-structured interviews with decision-makers from various firms in order to explore their motivations, the specific applications of GAI tools, and the challenges they encounter. Our results corroborate several aspects of the literature review while also providing new insights into the practical application of GAI in these industries. Key findings include GAI's significant role in enhancing productivity and creativity in content generation, improving personalization in marketing strategies, and aiding data-driven decision-making. Its adoption is driven by both internal motivations, such as operational efficiency and employee interest, and external pressures, like competitive dynamics. However, the paper also outlines potential drawbacks, including the risk of over-reliance on AI and the need for human oversight to ensure quality and coherence. Despite these challenges, the integration of GAI tools is fundamentally transforming marketing and consulting practices, offering valuable benefits and competitive advantages.

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Severino Arvana, S., & Lefevre, V. (2024). The Integration of Generative Artificial Intelligence Tools in Content Creation Working Processes: Insights into Belgian Marketing and Consulting Agencies. https://dial-mem.test.bib.ucl.ac.be/handle/2078.2/38941