ChatGPT and marketing: Analyzing public reaction through Twitter discourses

Abstract

This study analyzes the impact of Artificial Intelligence (AI) on the field of Marketing, particularly following the emergence of ChatGPT in 2022. By leveraging data from over 450,000 tweets about AI and Marketing, the study utilizes Correlated Topic Modeling (CTM) to assess public reactions before and after the deployment of ChatGPT, from 2021 to early April 2023. The findings show that ChatGPT sparked significant interest from the public, with a sharp increase in related tweets. However, the initial excitement gradually waned due to concerns over the limitations and risks of AI technology. Before ChatGPT’s appearance, AI applications in Marketing lacked clear trends; subsequently, discussions became centered on topics such as the long-term impact of AI, the effectiveness of AI tools in content production, and the role of AI in optimizing Marketing through SEO. The study also highlights concerns over job losses and social issues arising from AI.