ChatGPT in marketing: innovative pathways, decision systems, and forward perspectives

ChatGPT has the potential to significantly transform various sectors, especially in modern business applications. This study pursues two primary objectives: first, it reviews ChatGPT’s role across four key sectors - education, research, healthcare, and tourism; second, it examines its applications in ten dimensions of decision-making within marketing automation. To achieve this, the authors conducted a comprehensive literature review focused on ChatGPT’s impact across marketing’s functional domains. The findings reveal that ChatGPT technologies can enhance decision-making in content creation, matching the quality and speed of human creators. Additionally, automating customer service and facilitating demographic research can lead to substantial time and cost savings for businesses. This study contributes to the existing body of knowledge by expanding the marketing domain through methodically formulated research questions and identifying critical factors influencing ChatGPT’s application. Ultimately, these insights are intended to benefit marketers, scholars, and policymakers by illuminating the opportunities and challenges present in the digital era.