Possibilities of Generative AI

This special issue focuses on generative AI, which has garnered significant attention in recent years, and explores its impact on business, particularly marketing, and its potential. History shows that technologies are shaped not by initial expectations, but through social practices. The five articles in this issue examine generative AI from multiple perspectives. Two studies address consumer behavior, emphasizing anthropomorphism and emotional AI in shaping advertising evaluations and self-disclosure in travel planning. Three further contributions turn to organizational and industry contexts: exploring AI-assisted programming and tacit knowledge transfer, the role of generative AI in human resource management, and transformations in marketing communications, including shifting power relations between brands, platforms, and consumers. Together, these studies demonstrate the diverse ways in which generative AI is being applied, perceived, and debated.