Degree

Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award

2024

Advisor/Supervisor

Dr. Abdul Basit Shaikh, Assistant Professor, Department of Management

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Generative AI, Adaptability and Innovation, Content Marketing, Employee Reskilling and Upskilling, Organizational Capability Building

Executive Summary

With the rise of social media, the industry has taken on even more prominence and a greater investment is being made into keeping audiences engaged with various forms of content. Key elements of the content marketing industry include:

• Creation of Quality Content

• Distribution and Promotion

• Audience Targeting

• Brand Awareness and Authority

• Lead Generation

• Metrics and Analytics

• Adaptability and Innovation

Content marketing tools and techniques are widely used by businesses of all sizes across various industries. In the modern day it plays a crucial role in the overall marketing mix, assisting companies build relationships with their audience and enabling business growth. AIdriven tools like Success CRM and Zoom have revolutionized their sales and marketing strategies. These tools provide deep insights into customer behavior, allowing the company to tailor their content and interactions effectively, thereby strengthening customer relationships and driving business growth.

With the recent advent and breakthrough in artificial intelligence (A.I) technologies, particularly Generative A.I, conventional operational workflows and task streams within content marketing companies are subject to overhaul. AI tools like ChatGPT and Midjourney have significantly accelerated content creation processes. These tools have streamlined various tasks, reducing the need for extensive manual effort and allowing for a more efficient workflow within the company. As the focus shifts towards automation and the “do more with less”, Content Marketing companies are shifting towards adapting their workflows towards the usage of such A.I more frequently and in more creative manners.

This triggers significant debate with regards to employability metrics for the future, the role of artists and creative workers, Copyright Law and even the fundamental question of the need of the human element in the operations of a content marketing firm. While AI tools enhance efficiency, they raise critical questions about the need for human creativity and the potential impacts on copyright issues and employment in the creative industry.

To understand the impact of artificial intelligence (AI) on the content marketing ix industry, our study conducted a mixed methods approach. This combines both qualitative and quantitative data collection methods to provide a comprehensive analysis. This approach ensures that we capture in depth understanding of AI's influence, leveraging the strengths of each method to produce robust and actionable insights.

The parameters of our project entailed dealing with three aspects that are encompassed within the project’s scope.

The project aimed to work with not just one collaborator but multiple collaborators across the industry to provide a refined set of understandings that will aim to further enable corporate concerns to more efficiently utilize products and tools that are now available across the entire industry. This includes the adoption of technologies as well as methodologies for upskilling and reskilling of existing personnel to support the said adoption of technologies and increasing the operational efficiencies.

Interview with Syed Nasir Khursheed - CEO - Owain Corp

Interview with Lara Haidamous – Creative Director - M/S Origin

Interview with Wedad Naji Khodor – Content Manager – M/S Origin

Given the potential and ability of this industry to generate Foreign Direct Inflows very rapidly and advancing the ability of the industry to do more business is not only addressing an industrial problem but also solving a key problem within the macro economy of the country.

Pages

ix, 150

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