Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/330683 
Year of Publication: 
2025
Series/Report no.: 
IU Discussion Papers - Marketing & Kommunikation No. 4 (Oktober 2025)
Publisher: 
IU Internationale Hochschule, Erfurt
Abstract: 
This Discussion Paper explores the potential and strategic application of generative artificial intelligence in content marketing, using the specialty chemicals industry as an example. Against the backdrop of the growing business relevance of the technology, concrete Use-Cases are identified in which generative AI can meaningfully support the production of content. A systematic evaluation of suitable tools, taking into account both functional and company-specific requirements, reveals which solutions are particularly well-suited for operational use. Practice-oriented recommendations are also derived, showing how the successful implementation of generative AI can be achieved within the framework of a structured change process to increase efficiency, foster creative processes, and enhance content quality. The results are based on a qualitative, exploratory research approach using semi-structured expert interviews. The results provide impetus for the structured integration of generative AI into content marketing within the specialty chemicals industry and contribute to the sustainable use of the technology at the intersection of digital advancement and business practice.
Subjects: 
Generative Artificial Intelligence
Content Marketing
Potential Assessment
Strategy Development
JEL: 
M31
M37
O33
L26
J24
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

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