The Relationship Between Value-Based Online Marketing and AI, with a Special Focus on ChatGPT and the Rise of Similar OpenAI Technologies
Abstract
The rise of artificial intelligence, particularly generative AI and language models such as ChatGPT, is significantly transforming online marketing, customer relationship management and the process of customer value creation. The aim of this study is to examine how AI-based technologies can be integrated into the logic of value-based online marketing and how they support the understanding of customer needs, personalized communication, customer experience development and the more efficient operation of marketing processes. The study is designed as a conceptual analysis based on a structured literature review. It examines the literature on artificial intelligence, digital marketing, value-based marketing, customer value creation and the marketing applications of generative AI. As a result of the analysis, the paper proposes a conceptual framework that interprets the role of AI in marketing along the dimensions of value recognition, value proposition development, value communication, customer experience support, automation and value retention. The study highlights that AI should not be understood merely as a technological tool, but as a strategic capability that supports value-based online marketing. At the same time, the use of AI raises ethical, data protection, credibility and human control-related risks, the management of which is essential for sustainable long-term value creation.
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