The Perception and Use of ChatGPT in Content Creation among Small Online Businesses: A Multiple Case Study
TL;DR
Investigating the perception and use of ChatGPT in content creation among small online businesses through a qualitative multiple case study approach concludes that ChatGPT is most effective when used as a collaborative content creation assistant rather than a replacement for human creativity.
Abstract
The emergence of Generative Artificial Intelligence (AI) has transformed digital marketing by enabling businesses to create content more efficiently and cost-effectively. Among AI-powered applications, ChatGPT has become one of the most widely adopted tools for generating marketing content, product descriptions, social media posts, blogs, customer responses, and promotional materials. Small online businesses, which often operate with limited financial and human resources, increasingly rely on ChatGPT to improve marketing productivity and maintain a consistent digital presence. However, the practical adoption of ChatGPT raises concerns regarding content quality, originality, ethical use, and dependence on AI-generated information. This study investigates the perception and use of ChatGPT in content creation among small online businesses through a qualitative multiple case study approach. Three small online businesses representing different sectors—an online fashion retailer, a handmade products business, and a digital marketing agency—were selected for comparative analysis. Secondary data were collected from published case studies, company websites, academic literature, and industry reports. The findings indicate that ChatGPT significantly improves content creation efficiency, reduces marketing costs, supports creative idea generation, and enhances customer engagement. Nevertheless, businesses consistently reported that human review and editing remain essential for maintaining brand identity, ensuring factual accuracy, and creating authentic customer experiences. The study concludes that ChatGPT is most effective when used as a collaborative content creation assistant rather than a replacement for human creativity. The findings contribute to the growing body of knowledge on AI adoption in small businesses and provide practical insights into the effective integration of generative AI into content marketing strategies.