Welcome to our study on Generative AI in marketing ✨

About this study

Context

Understanding the role of AI in modern personalized marketing

Generative AI (GenAI) has the potential to revolutionize various industries, including marketing. This study focuses on leveraging large language models (LLMs) like ChatGPT to automate and improve the personalization of marketing emails. Personalized marketing is known to be effective but time-consuming; AI offers a solution to streamline this process.

Generative AI can generate personalized content almost instantly, making it an attractive tool for marketers. However, the real-world effectiveness of AI-generated personalized emails compared to generic emails has not been thoroughly studied. This research aims to fill that gap by empirically testing the impact of AI in real marketing scenarios.

Goal and Scientific Contribution

Evaluating the real-world impact of AI on personalized marketing

The primary goal of this study is to assess how AI-personalized emails affect user engagement and conversion rates. We aim to compare the performance of AI-generated personalized emails with that of generic emails to see if personalization truly enhances marketing outcomes.

By conducting this study, we hope to provide valuable insights into the practical applications of AI in marketing. This research will contribute to a deeper understanding of how AI can be used to create more effective marketing strategies, potentially leading to improved customer acquisition methods.

Method

Using randomized controlled trials to test AI’s effectiveness

The study employs a rigorous scientific method known as a randomized controlled trial. Participants are divided into a control group, receiving generic emails, and several treatment groups, receiving AI-personalized emails generated by different LLMs. The effectiveness of these emails is measured through user engagement metrics (opens, clicks) and conversion rates (actions taken).

Data about participants, such as their name, job title, and interests, is collected to personalize the emails. AI models (in this case, GPT-4o, GPT-3.5, Gemini 1.5 Pro and Llama 3) generate these emails, which are then tracked for engagement and conversion. The results are analyzed to compare the effectiveness of personalized versus generic emails and to identify the best-performing AI models.

Participant Information

Your privacy and data subject rights matter to us

We understand that you want to know more to consider your participation in this study. We prioritize your privacy and aim to empower you to exercise your rights under GDPR. We collect minimal personal data to personalize the emails, never share this with 3rd parties without anonymization of your direct identifiable information, and you have full control over your data.

Processing of your data

We collect and process your data to generate personalized marketing emails. This data is collected from publicly available sources, like your social media or other websites that are public-facing. This data includes your name, job title, and interests. All data is stored securely and used only for the purposes of this study.

Accessing your data

You have the right to access, review, and manage your data. Use our secure portal to view and update your information.

Access your data

Privacy policy

We are committed to protecting your privacy. Read our full privacy policy to understand how we handle your data.

Read the privacy policy

Data Privacy Impact Assessment (DPIA)

Our DPIA outlines how we ensure your data is used responsibly and securely.

View the DPIA

Data Management Protocol (DMP)

Our DMP details the procedures we follow to manage and protect your data throughout the study.

View the DMP

Opting Out of the Study

Your choice to participate

If you decide you don’t want your data to be included in this study, let us know and we will remove you from our database. You can opt-out at any time by clicking the link below and following the instructions.

Opt out here

Authors

Meet the researchers behind the study!

Got any questions about the study, your participation, the method, or anything else? Feel free to send an email to the lead researcher at c.e.w.brachten@students.uu.nl. For informations regarding privacy and your rights as a data subject, you can contact the lead researcher or the contact person for privacy of the Beta faculty of Utrecht University at privacy-beta@uu.nl.