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Final Assignment of Team 15- Jana Merkus, Quinten Meijers , Jülide Kahleogullari, Senanur Babür

E-commerce businesses face challenges in creating flexible, targeted marketing strategies due to the time-consuming and costly nature of traditional methods. Esp. SME´s with limited budget. BrightGen solves this by fully integrating GenAI at every stage, offering an innovative and efficient approach to modern digital marketing.

Challenge

Many firms, esp. those in the e-commerce sector, face severe difficulties in providing high-quality and targeted marketing content. Traditional marketing firms use huge teams of copywriters, designers, and strategists to create personalized campaigns. This not only raises expenses but also slows production, which is especially bad for SME´s with limited finances and resources. Furthermore, as consumer preferences shift, many organizations fail to adapt fast and struggle with inefficient marketing.

Solution

BrightGen solves this challenge by using GenAI to automate and optimize marketing campaigns from beginning to end. AI allows us to generate highly tailored and engaging commercials across multiple platforms in just a little of the time that a typical agency would take. Our AI models create everything from ad language to images, allowing businesses to run dynamic, multi-channel campaigns that connect with their target audience.

Furthermore, we do more than just create content. Using AI-driven insights, we predict trends, evaluate consumer behavior, and adapt plans in real time to keep our customers’ advertisements relevant and effective. By automating monotonous operations such as A/B testing and performance tracking, we enable our customers to focus on the most important point: growing the business.

Innovativeness

What distinguishes BrightGen is how we incorporate AI into every stage of the marketing process. While other firms may use AI for discrete tasks, we’ve designed our entire model around it. BrightGen guarantees that firms at all stages of growth have access to high-quality marketing services by offering tiered packages geared to different business sizes (Simple, Standard, and Premium).

However, we feel that, while AI is a great tool, it cannot replace human marketers’ creativity and emotional depth. That is why we maintain a staff of qualified individuals to review AI-generated content and ensure it is consistent with the project´s goals.

Challenges of GenAI in Marketing

Using GenAI in marketing has also it´s challenges. One of the most pressing concerns is bias in AI-generated content. Because AI models are trained on historical data, they can unintentionally replicate biases found in that data. Additionally, there’s the risk of over-automation, where content becomes too similar and lacks the uniqueness that makes a brand memorable.

We are ware of these challenges and address this issue by having employees having an oversight throughout the campaign process. Our team will review and refine AI-generated content, we ensure that it is all aligned with the client’s objectives and the governments rules.

Conclusion

By combining the power of GenAI with human creativity, we offer a great solution that allows businesses to thrive in today’s fast-paced digital world. Our innovative approach delivers personalized, scalable, and impactful campaigns—paving the way for the future of digital marketing. With BrightGen, businesses can not only keep up with the competition but lead the charge into a new era of marketing.

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In the dynamic world of technology, it feels like a new Generative AI tool is launched nearly every day. Whether it’s generating images, writing text, or assisting with marketing strategies, the possibilities are vast. However, with so many tools available, it can be overwhelming to keep up with what works, what doesn’t, and how to extract the most value from each.

GenAI holds enormous potential, but the quality of its output varies significantly depending on both the AI tool and its user. Often, the issue isn’t the AI itself, but rather how users frame their queries or provide input. As I learned during my studies at EUR, the principle of “trash in, trash out” (TITO) applies heavily. For example, while ChatGPT can provide high-quality solutions for tasks like “identifying empty packages on a conveyor belt,” the output is highly dependent on asking the right, specific questions—like “how to identify them as cheaply and quickly as possible.”

One of the limitations of GenAI is that it lacks the lateral thinking humans naturally employ. This can make it difficult for AI to propose creative or unconventional solutions without direct hints. For instance, a recruiter on LinkedIn shared a story where a salary negotiation was resolved by switching the applicant from a full-time to a part-time role while accepting the proposed salary, a compromise that AI might not suggest unless explicitly asked (See screenshots below).

Despite its power, GenAI often falls short of meeting academic standards. When writing scholarly texts or seeking qualitative references, the output is frequently inadequate unless very specific sources are provided upfront. This can be frustrating when using technologies that promise high efficiency but don’t deliver the expected depth in research or precision in content creation.

Moreover, crafting high-quality content—whether it’s text or images—requires more than simply using AI tools. Many users, including myself, would benefit from formal training on how to maximize the capabilities of these technologies. For example, I used GenAI to create a digital product, handling everything from translations and marketing text to generating SEO keywords and ad images through tools like ChatGPT and Imagen via Canva. While it was incredibly efficient for marketing, other aspects of the process were more challenging, and my success depended at some points on my prior business experience and knowledge, ChatGPT wouldn´ have. Another positive experience with GenAi: During my Marketing Research course, I had to learn the R Studio program. Whenever I or even the professor encountered challenges while solving tasks, I turned to ChatGPT for assistance, and it proved to be a great help. The AI provided basic solutions and saved me a lot of effort by guiding me through problems with RStudio efficiently.

In my experience, the learning curve for effectively using GenAI can be steep, and I often found it easier to complete some tasks manually rather than spending time configuring the tools. Additionally, there’s the issue of trust. When GenAI generates unfamiliar information, I frequently feel the need to double-check the accuracy and reliability of the sources, which diminishes the time-saving benefits AI is supposed to offer.

In conclusion, while GenAI is a groundbreaking tool with the potential to revolutionize industries, it is not yet a perfect substitute for expertise, particularly in academic or specialized contexts. Users, myself included, need better training and guidance to achieve optimal results, and trust in the technology remains an ongoing challenge. Maybe a business idea hint given here?

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Etsy’s success among women, especially those aiming to contribute to their household income, is rooted in several key factors like its long-tail strategy, the rise of digital goods, and the use of AI.

One of Etsy’s biggest advantages is the ability to work from home, offering women the flexibility to juggle household responsibilities while earning. This is perfect for those with handcrafting skills like knitting, pottery, or painting. Many women have honed these skills over the years, and Etsy provides them with an easy-to-use platform to turn their talents into profit. Customers actively seek out unique, handcrafted items, and they’re often willing to pay for them. Once buyers find that perfect item, they’re unlikely to keep searching, which makes the competition among unique products on Etsy less intense compared to mass-market platforms.

Etsy’s success also heavily relies on its long-tail strategy, similar to platforms like Amazon. This strategy focuses on offering a wide variety of niche products that may not have mainstream appeal, but collectively, these smaller markets bring in considerable revenue. Etsy’s search tools make it simple for customers to find exactly what they want, making it an ideal marketplace for unique products like customized jewelry or handmade coasters. In fact, I’ve sold such items like handmade resin- coasters and bookmarks myself and found success immediately.

Another aspect of Etsy’s appeal is the ability to sell digital products, or information goods, which have little to no reproduction costs. Sellers can create printable art, e-books, or planners, which can be sold endlessly without extra effort. Using AI to create or enhance these products is also gaining popularity, allowing even new and unexperienced sellers to scale their offerings quickly.

However, Etsy isn’t without its challenges. Rising fees and regulations, like Germany’s Packaging Law, along with stricter return policies, make it harder for small businesses to thrive. These rules can be particularly tough on those who are just starting out.

Despite the hurdles, I still believe Etsy is a fantastic platform. Its combination of flexibility, ease of use, and potential for niche success makes it a great option for women looking to support their household economies. It’s empowering and allows for creativity, which is why I’m still a big fan of Etsy as a buyer.

Church, E.M., Oakley, R.L. Etsy and the long-tail: how microenterprises use hyper-differentiation in online handicraft marketplaces. Electron Commer Res 18, 883–898 (2018). https://doi.org/10.1007/s10660-018-9300-4

Lizenzero (2024): Deutsches Verpackungsgesetz auf Etsy: Das ist zu beachten, https://www.lizenzero.de/blog/deutsches-verpackungsgesetz-auf-etsy-das-ist-zu-beachten/ (accessed 10.09.2024)

Zary, V.(2015): Meet the 86%: This is why most Etsy sellers are women,https://fortune.com/2015/08/02/etsy-sellers-women-2/ (accessed 12.09.2024)