Have you changed my life?: Drivers and barriers of generative artificial intelligence integration for brand professionals

Have you changed my life? Drivers and barriers of generative artificial intelligence integration for brand professionals

Research output: Contribution to conference › Paper › peer-review

Original language	English
Publication status	Published - 2025
Event	18th Global Brand Conference 2025 - Católica Porto Business School, Porto, Portugal Duration: 7 May 2025 → 9 May 2025

@conference{e86254615c6f43bf9d762b05c71b798b,

title = "Have you changed my life?: Drivers and barriers of generative artificial intelligence integration for brand professionals",

author = "Kirkby, \{Alexandra Louise\} and Carsten Baumgarth and J{\"o}rg Henseler",

year = "2025",

language = "English",

note = "18th Global Brand Conference 2025 ; Conference date: 07-05-2025 Through 09-05-2025",

}