# To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry

> Research article (Business Horizons, 2024) · cited 42× · AI/ML

**Wikidata**: [openalex:W4396807129](https://www.wikidata.org/wiki/openalex:W4396807129)  
**Source**: https://4ort.xyz/entity/to-chatgpt-or-not-to-chatgpt-navigating-the-paradoxes-of-generative-ai-in-the-advertising-industry