Empowering Marketing Strategies of SMEs in Emerging Countries with Generative Artificial Intelligence

The emergence of generative artificial intelligence has become highly relevant globally, given the many benefits provided by applications such as ChatGPT. However, there is little evidence on small and medium-sized enterprises' perceptions of the potential use and impacts of generative artificial intelligence. In this study, 17 semi-structured interviews were conducted with SME owners in Chile and Peru. Therefore, we were able to understand the perceptions of entrepreneurs about the possibilities offered using generative artificial intelligence tools for the marketing strategies of their organizations. This study extends the literature on generative artificial intelligence and SME marketing. Received: 4 June 2024 / Accepted: 30 August 2024 / Published: 05 September 2024