TY - JOUR A1 - Glesner, Julia A1 - Tvrdišić, Sara T1 - How to use ChatGPT in Cultural Marketing? T2 - /encatcSCHOLAR N2 - In November 2022, the US company OpenAI launched its chatbot ChatGPT built on top of its large language models (LLMs). “This chatbot has redefined the standards of artificial intelligence, proving that machines can indeed ‘learn’ the complexities of human language and interaction”, urteilte Forbes in May 2023. As new trends constantly emerge worldwide, such as ChatGPT, it is necessary to approach the promotion of these tools to the broader population in an appropriate manner. New technologies and artificial intelligence tools simultaneously offer enhanced functionality but also the potential for misuse, such as plagiarism. Therefore, in the home countries of the authors, various discussions have been initiated at numerous universities and other organisations over the years regarding the advantages and disadvantages of these tools and how to best utilize them. It will be important for university teachers to actively integrate tools such as ChatGPT into their teaching and to critically reflect on the necessary competences for the use of such a chatbot. To achieve such learning objectives, the first step is to understand how ChatGPT works and how it can be used. In the following, the focus is on one such application, namely how ChatGPT can be used in cultural marketing. KW - ChatGPT KW - Kulturelle Einrichtung KW - Marketing KW - Künstliche Intelligenz KW - Suchmaschinenoptimierung Y1 - 2023 UR - https://opus4.kobv.de/opus4-fhpotsdam/frontdoor/index/index/docId/3303 UR - http://blogs.encatc.org/encatcscholar/?p=3026 SN - 2466-6394 IS - 18 ER -