Generative Artificial Intelligence in Entrepreneurial Information Processes: Managing Marketing Information among Diaspora Entrepreneurs
Generative Artificial Intelligence in Entrepreneurial Information Processes: Managing Marketing Information among Diaspora Entrepreneurs

Summary/Abstract: The article asks and answers how entrepreneurs can use generative artificial intelligence (GenAI) in their marketing information processes. The study is motivated by two factors. Firstly, the success of ChatGPT, developed by OpenAI, has attracted considerable attention from the media and various academic discourses. Secondly, the implications of this technology have been a subject of much discussion. The present paper aims to provide a comprehensive overview of the influence of GenAI on marketing processes in organisations undertaken by entrepreneurs. The development of the study was informed by academic sources and extensive literature research, and complemented by a survey conducted among Peruvian entrepreneurs residing in Germany. The article elucidates the rationales and utilisation of applications in marketing information processes, alongside impediments and competencies involved. The results of the study indicate that Peruvian entrepreneurs in Germany primarily utilise GenAI for efficiency purposes, exploration of new business models, and identification of opportunities. It is predominantly focused on creative and planning tasks, including the generation of ideas. Key constraints relate to quality and accuracy, as well as capability gaps; while competencies are generally strong, confidence in data analysis is a limiting factor in overall readiness.

• Details
• Contents