Authors:

Arzu Ekbal

Date Created:

Not specified

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About Paper:

According to the McKinsey Global Survey [1], 60 percent of organizations regularly use generative artificial intelligence (GenAl) for at least one operational function and 22 percent of their employees regularly use GenAl tools to complete their work. Additionally, 40 percent of executives said their companies will increase their investment in GenAl-related tools by 20 percent annually. Thus, it is time for human-centered evaluation of GenAl 'content creation' [2]. Human-centered evaluation assesses the 'accuracy' and 'inclusivity' of GenAl output based on human experience, relevance and quality; rather than just technical metrics [3]. GenAl has been adopted unevenly in the U.S. with use clustered in sales and promotions [4]. Consequently, GenAl may be the next revolutionary tool for marketing professionals. The purpose of this project was to investigate the accuracy of a GenAl designed buyer persona (AIBP) by evaluating it and comparing it to a human designed buyer persona (HIBP). Subject matter experts (SMEs; n=20) were recruited to assess the effectiveness of both the AIBP and HIBP; based on their professional qualifications and industry representation. The SMEs used the Capital Pentagon assessment tool to assess the buyer persona effectiveness in 5-areas [5]. The results, based on TOST (Two one-sided T-test), indicate that GenAl tools are ineffective in designing buyer personas with significant differences in the areas of target market representation (TMR; HIBP 16 + .4 ; AIBP 12 + .9), market adaptation (MA; HIBP 16 + .6 ; AIBP 10 + .8), marketing campaign effectiveness (MCE; HIBP 19 + .2 ; AIBP 11 + .6) and sales strategy effectiveness (SSE; HIBP 16 + .4 ; AIBP 10 + .8). There was no significant difference for customer acquisition (CA).This research highlights the consequential differences between artificial intelligence and human intelligence. Thus, it is recommended that industry leaders continue to develop human-centered evaluation tools to establish the accuracy of GenAl 'content creation'.

Source:

DePaul University

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Co-authors:

Arzu Ekbal