Yaa Dufie Nyantakyi, Sandra and Farooq, Muhammad Umar ORCID: https://orcid.org/0000-0002-3744-3230 (2024) Generative AI in digital marketing for SME's in London: capabilities, limitations and future implications. In: 2024 GBATA Readings Book. Global Business and Technology Association, pp. 551-559

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Abstract

This research investigates the evolving landscape of digital marketing for Small and Medium Enterprises (SMEs) in
London, with a specific focus on the capabilities and limitations of Generative Artificial Intelligence (AI). As SMEs increasingly embrace digital channels, understanding the potential impact of Generative AI is essential for devising effective marketing strategies. Key findings from this study shed light on the innovative content creation, personalized customer experiences and efficiency gains offered by Generative AI. However, ethical considerations, data privacy concerns, and the necessity for human oversight emerge as significant limitations. In the current practices of the SME sector in London, a discernible trend towards digital marketing tools is observed, with a strong emphasis on social media, email campaigns, and Search Engine Optimization (SEO) strategies. Despite a rising adoption of AI, SMEs encounter challenges such as limited budgets, skill gaps, and the dynamic nature of digital technologies. Challenges within the SME sector is identified, underscoring the demand for tailored and cost-effective AI solutions. The study accentuates the importance of human creativity and emotional intelligence in marketing, areas where AI may
encounter limitations. The use of AI in digital marketing is portrayed as a dual-edged sword providing automation
benefits while demanding a delicate equilibrium to maintain authenticity and customer trust. As the SME sector in
London navigates the digital marketing landscape, the future lies in responsible integration of Generative AI. Striking
a balance between AI automation and human touch emerges as a pivotal strategy. The research emphasizes the
cautious adoption of AI by SMEs, ensuring alignment with ethical standards and regulatory frameworks. While AI
presents unprecedented opportunities, a nuanced approach is imperative to surmount challenges and unleash the full
potential of digital marketing for SMEs in London.

Item Type:	Book Section
Status:	Published
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/10680

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