[Conference] ‘Music Marketing with Generative AI?’ – ‘GenAI in Marketing: Dual Applications for Customer Experience and Brand Reputation Insights’ – ‘AI at Adéo’
June 24th, 2025
1pm – 6pm in Vauban Building (VA02 & V106) & on Zoom
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Speakers:
Jochen HARTMANN – TUM School of Management – Technical University of Munich, Germany
Francisco VILLARROEL ORDENES – University Bologna, Italia
Oleksandr PADALKA – ADEO, France
abstract
MUSIC MARKETING WITH GENERATIVE AI?
- The multibillion-dollar music industry faces severe content creation bottlenecks due to music oversupply, making multimedia marketing assets prohibitively expensive for smaller or legacy artists.
This research proposes a marketing asset generation engine (MAGE) that can produce over 700 million video ad variations reflecting each artist’s visual identity using only a music track’s audio and album cover. Three field studies and one lab study validate MAGE’s effectiveness. In collaboration with one of the world’s largest music labels, MAGE generated video ads that garnered more than 11 million impressions across 72 campaigns for 33 real music tracks on TikTok and Meta. Study 1 shows MAGE achieves 17% higher average click-through rates than human-designed ads while reducing costs by 98%. Study 2 reveals random sampling of MAGE’s outputs performs as well as human-curated “best” selections. Study 3 establishes that an AI selection system can predict which MAGE-generated ads will perform best for specific audience segments before campaign launch, enabling automated content personalization.
A controlled lab experiment identifies the psychological mechanism: MAGE-generated ads drive higher engagement, increasing viewers’ click intentions. In combination, these studies demonstrate how AI can transform music marketing by making effective, personalized video ads accessible at scale.
GENAI IN MARKETING: DUAL APPLICATIONS FOR CUSTOMER EXPERIENCE AND BRAND REPUTATION INSIGHTS
- This presentation illustrates two novel applications of Large Language Models (LLMs) in marketing to advance customer experience (CX) and brand reputation measurement. The first study develops an LLM-based approach and analyzes over 6 million online reviews to extract detailed CX insights across responses, touchpoints, and journey stages using aspect-based sentiment analysis.
Initial findings highlight Llama 3.3’s effectiveness and link CX to firm performance through econometric analysis.
The second study explores generative AI’s potential to enhance brand tracking by using LLMs to create context-specific brand reputation dictionaries. Validated on 245,000 tweets with agentic AI and human annotators, the LLM-generated dictionaries (lexicons) outperform existing ones, offering a scalable solution for real-time brand monitoring in social media. Together, these studies demonstrate the transformative potential of GenAI in marketing, contributing to AI-driven methods in CX analytics, brand reputation management, and text mining.
AI at Adéo
- The presentation will cover two AI use cases for improving digital user experience.
The first focuses on enhancing website search on Leroy Merlin website, enabling faster and more accurate answers to user queries like “how to replace windows.” The second highlights how an AI-powered chatbot can quickly answer FAQ questions and guide users to precise information. The talk will also briefly touch on how a Knowledge Graph can be used to improve search functionality.