Feasibility Study of Applying Character-Based Recurrent Neural Networks in Training Marketing Personnel

Jen Ying Shih, Tung I. Cheng

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Artificial intelligence (AI) has been helping companies propose business solutions based on relevant data. Because promotion is one of the critical marketing decisions, referred to as one of 4P (i.e., Product, Pricing, Promotion, and Place) in marketing, it has been an important application area of AI in business. Copywriting is an essential catalyst in bridging customers and products to deliver a compelling promotion message to customers. It is a challenge for marketing managers to obtain copywriting efficiently and effectively to seize a market opportunity because they often suffer iterative discussion problems and difficulty choosing among multiple copywriting contents. Therefore, an automatic copywriting generator implemented by AI may become a feasible approach for training marketing personnel and assisting managers in marketing decision-making. The purpose of this research is to study the effectiveness of applying AI in copywriting generation for the learning of marketing personnel. This research develops character-based recurrent neural networks to generate marketing copywriting automatically and examines its effectiveness compared with award-winning copywriting by surveying marketing managers. The results show that AI-based copywriting sometimes can outperform award-winning copywriting in terms of survey scores.

Original languageEnglish
Title of host publication5th IEEE Eurasian Conference on Educational Innovation 2022, ECEI 2022
EditorsTeen-Hang Meen
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages177-180
Number of pages4
ISBN (Electronic)9781665433181
DOIs
Publication statusPublished - 2022
Event5th IEEE Eurasian Conference on Educational Innovation, ECEI 2022 - Taipei, Taiwan
Duration: 2022 Feb 102022 Feb 12

Publication series

Name5th IEEE Eurasian Conference on Educational Innovation 2022, ECEI 2022

Conference

Conference5th IEEE Eurasian Conference on Educational Innovation, ECEI 2022
Country/TerritoryTaiwan
CityTaipei
Period2022/02/102022/02/12

Keywords

  • copywriting
  • human resources training
  • LSTM
  • natural language processing
  • recurrent neural network

ASJC Scopus subject areas

  • Artificial Intelligence
  • Computer Networks and Communications
  • Computer Science Applications
  • Media Technology
  • Education

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