Marketing Entrepreneurship in the Era of Media Innovation and Artificial Intelligence, and Its Impact on Transformations in the Structure of the Marketing Seen for Companies “A Case Study of the ChatGPT Robot”

With the acceleration of media innovation and the emergence of artificial intelligence as a fundamental tool in marketing work, marketing entrepreneurship supported by technologies such as ChatGPT has emerged as a driver for restructuring marketing departments within companies.
This study aimed to explore the impact of adopting generative AI on the efficiency of marketing departments, and to determine the extent of actual adoption, the benefits achieved, and the organizational and professional challenges accompanying this transformation. The research relied on a field survey of 400 marketing employees in commercial companies of various sizes.
The results revealed that 94.8% of companies use AI primarily in marketing, while ChatGPT tops the list of tools with a usage rate of 75.3%. The study also showed that marketers with more than five years of experience represent 56.3% of the sample, demonstrating the market's reliance on competencies capable of integrating generative technologies. Almost all teams agreed that AI, particularly ChatGPT, accelerates campaign launch, improves content quality, and reduces costs. However, 93.2% highlighted the need for ongoing training, and 89.2% expressed concerns about job displacement. However, a clear majority (86.5%) believe that the role of humans will remain pivotal in formulating orders and monitoring and controlling AI tools to produce accurate and brand-relevant outputs. This means that the job structure in marketing departments will change, creating new roles that include new functions such as order entry or order engineering. Other roles, such as traditional, routine jobs, will disappear. The number of employees in each position will also be reduced, replaced by ChatGPT, leaving only one human element to enter orders with ChatGPT and monitor and analyze its performance. The study recommends establishing human governance over outputs, integrating smart tools with existing systems, developing training programs in order engineering and data analysis, and redesigning roles from repetitive tasks to high-value analytical and advisory functions, to maintain company competitiveness and sustain AI ROI.