PEMASARAN DIGITAL DAN KECERDASAN BUATAN GENERATIF: SUATU TINJAUAN LITERATUR
DOI:
https://doi.org/10.31004/jrpp.v8i1.41517Keywords:
Kecerdasan Buatan Generatif; Pemasaran Digital; Tinjauan TeoriAbstract
Artikel ini bertujuan untuk memberikan tinjauan literatur yang mendalam tentang kaitan pemasaran digital dan kecerdasan buatan generatif. Artikel ini diharapkan dapat menjadi panduan dalam melaksanakan penelitian empiris tentang penggunaan pemasaran digital dan kecerdasan buatan generatif. Tinjauan literatur teoritis dilakukan untuk mencapai tujuan dan sasaran penelitian, dan kerangka kerja konseptual untuk penelitian di masa depan. Dalam penelitian ini, peneliti memformulasikan pemasaran digital sebagai variabel dependen yang dipengaruhi oleh penggunaan kecerdasan buatan generatif (GAI), serta risiko keamanan dan pelanggaran kekayaan intelektual sebagai variabel yang mempengaruhi penggunaan GAI.References
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