The Role Of Generative Artificial Intelligence In Enhancing Marketing Decision Support Systems In Startups

Abstract

This study aims to analyze the role of generativeartificial intelligence (GenAI) in enhancing marketing decision support systems in startups, using Copy.ai as a case study. The study adopted a descriptive analyticalapproach, in addition to the case study methodology. The results revealed that generative artificial intelligence contributes to improve the efficiency of content creationprocesses, increasing the effectiveness of advertisingcampaignsthroughgenerating diverse ad copies, and enhancing personalization in customer communication. The study alsorevealedthatgenerativeartificial intelligence constitutes an integrateddecision-support system thatcontributes to enhance the marketing growth of startups. The study recommends integrating thesetechnologicaltools in marketing strategies of startups, whileemphasizing the criticalrole of humano versight to ensuretheir effectiveness.