Empowering GenAI stakeholders

The article delves into the profound impact of Generative Artificial Intelligence (GenAI) on the marketing landscape, highlighting its unique ability to humanize and socialize marketing practices. It explores how GenAI can both empower and disempower stakeholders, transforming roles and experiences within the marketing ecosystem. The text emphasizes the need for a balanced approach to GenAI integration, ensuring that stakeholders maintain autonomy, creativity, and control. It introduces a framework for understanding empowerment in the context of GenAI, identifying four key dimensions: operational, creative, agentic, and normative. Each dimension addresses fundamental psychological needs, such as competence, autonomy, and relatedness, which are crucial for fostering well-being and innovation. The article also examines the complex relationships within the GenAI stakeholder ecosystem, including marketers, consumers, original content creators, crowd workers, and marketing academics. It underscores the importance of ethical considerations and the need for collaborative co-regulation to mitigate risks and maximize the benefits of GenAI. By advocating for a more nuanced and comprehensive view of empowerment, the article contributes to the ongoing discussion on AI for social good and marketing for the greater good.