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<p>Generative Artificial Intelligence (GenAI) is transforming marketing not only by automating tasks and augmenting human capabilities, but also by reshaping stakeholder roles and experiences. This commentary explores the implications of empowering diverse stakeholders, <i>marketers</i>, <i>consumers</i>, <i>contributors</i>, and <i>marketing academics</i>, across four dimensions: <i>operational</i>, <i>creative</i>, <i>agentic</i>, and <i>normative empowerment</i>. Stakeholder empowerment across these four dimensions can satisfy the basic human needs for competence, autonomy, and relatedness, helping GenAI to become a force for the greater good in society.</p>

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Empowering GenAI stakeholders

  • 期刊论文

  • 发表日期：

    2025年3月17日

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  • Erik Hermann,
  • Stefano Puntoni

摘要

Generative Artificial Intelligence (GenAI) is transforming marketing not only by automating tasks and augmenting human capabilities, but also by reshaping stakeholder roles and experiences. This commentary explores the implications of empowering diverse stakeholders, marketers, consumers, contributors, and marketing academics, across four dimensions: operational, creative, agentic, and normative empowerment. Stakeholder empowerment across these four dimensions can satisfy the basic human needs for competence, autonomy, and relatedness, helping GenAI to become a force for the greater good in society.