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The launch of ChatGPT in late 2022 marked the beginning of an unprecedented global expansion of generative artificial intelligence (AI). While this AI wave shares similarities with other technological innovations in the business and office sectors over the past 25 years, it also possesses unique characteristics. This study examines the impact of AI on small and medium-sized enterprise (SME) marketing in Germany, using selected AI tools. Software reviews by the companies utilizing these tools were analyzed to identify the perceived opportunities and challenges in AI adoption. The findings of this study provide recommendations for companies, tool developers, associations, and government agencies to sustainably promote AI use in SMEs while addressing safety issues and marketing risks.

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Navigating the AI Hype: Perceptions and Opportunities in German SME Marketing Applications

  • 会议论文

  • 发表日期：

    2025年

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  • Jonas Polfuß

摘要

The launch of ChatGPT in late 2022 marked the beginning of an unprecedented global expansion of generative artificial intelligence (AI). While this AI wave shares similarities with other technological innovations in the business and office sectors over the past 25 years, it also possesses unique characteristics. This study examines the impact of AI on small and medium-sized enterprise (SME) marketing in Germany, using selected AI tools. Software reviews by the companies utilizing these tools were analyzed to identify the perceived opportunities and challenges in AI adoption. The findings of this study provide recommendations for companies, tool developers, associations, and government agencies to sustainably promote AI use in SMEs while addressing safety issues and marketing risks.