Generative AI for growth hacking

Bibliographic Details
Main Author: Rezazadeh, Arash
Publication Date: 2025
Other Authors: Kohns, Marco, Bohnsack, René, António, Nuno, Rita, Paulo
Format: Article
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/182044
Summary: Rezazadeh, A., Kohns, M., Bohnsack, R., António, N., & Rita, P. (2025). Generative AI for growth hacking: How startups use generative AI in their growth strategies. Journal of Business Research, 192, 1-16. Article 115320. https://doi.org/10.1016/j.jbusres.2025.115320 --- %ABS3% --- Rene Bohnsack and Arash Rezazadeh were supported by funds through European Union’s Horizon projects: OMEGA-X (Grant agreement ID: 101069287; DOI: 10.3030/101069287) and exPEDite (Grant agreement ID: 101139527; DOI: 10.3030/101139527). Nuno António and Paulo Rita were supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (https://doi.org/10.54499/UIDB/04152/2020).
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spelling Generative AI for growth hackingHow startups use generative AI in their growth strategiesGenerative AIGrowth hackingAI capabilitiesLarge Language ModelsStartupMarketingRezazadeh, A., Kohns, M., Bohnsack, R., António, N., & Rita, P. (2025). Generative AI for growth hacking: How startups use generative AI in their growth strategies. Journal of Business Research, 192, 1-16. Article 115320. https://doi.org/10.1016/j.jbusres.2025.115320 --- %ABS3% --- Rene Bohnsack and Arash Rezazadeh were supported by funds through European Union’s Horizon projects: OMEGA-X (Grant agreement ID: 101069287; DOI: 10.3030/101069287) and exPEDite (Grant agreement ID: 101139527; DOI: 10.3030/101139527). Nuno António and Paulo Rita were supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (https://doi.org/10.54499/UIDB/04152/2020).This study explores how startups and scaleups in Europe and the US use generative AI in their go-to-market strategies across product-led, sales-led, and operational efficiency-driven growth. Through interviews with 20 cases spanning pre-seed to Series E funding stages, we 1) analyze generative AI’s role in growth strategies, 2) identify large language model use cases for tackling growth challenges such as customer churn, and 3) develop a framework for AI capabilities that guides managers in building, refining, and reflecting on their knowledge of using generative AI for growth hacking. Key findings include the implications of generative AI for technical and non-technical content creation in product-led growth, promotional content creation and repurposing, and customer experience personalization in sales-led growth, and market research, market entry strategies, and customer engagement in operational efficiency-driven growth. Findings empower managers to develop effective generative AI-driven growth hacking strategies while proactively managing unintended organizational, competitive, and societal consequences.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNRezazadeh, ArashKohns, MarcoBohnsack, RenéAntónio, NunoRita, Paulo2025-04-10T15:56:05Z2025-042025-04-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article16application/pdfhttp://hdl.handle.net/10362/182044eng0148-2963PURE: 113040479https://doi.org/10.1016/j.jbusres.2025.115320info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-04-21T01:32:49Zoai:run.unl.pt:10362/182044Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T06:25:59.322313Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Generative AI for growth hacking
How startups use generative AI in their growth strategies
title Generative AI for growth hacking
spellingShingle Generative AI for growth hacking
Rezazadeh, Arash
Generative AI
Growth hacking
AI capabilities
Large Language Models
Startup
Marketing
title_short Generative AI for growth hacking
title_full Generative AI for growth hacking
title_fullStr Generative AI for growth hacking
title_full_unstemmed Generative AI for growth hacking
title_sort Generative AI for growth hacking
author Rezazadeh, Arash
author_facet Rezazadeh, Arash
Kohns, Marco
Bohnsack, René
António, Nuno
Rita, Paulo
author_role author
author2 Kohns, Marco
Bohnsack, René
António, Nuno
Rita, Paulo
author2_role author
author
author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Rezazadeh, Arash
Kohns, Marco
Bohnsack, René
António, Nuno
Rita, Paulo
dc.subject.por.fl_str_mv Generative AI
Growth hacking
AI capabilities
Large Language Models
Startup
Marketing
topic Generative AI
Growth hacking
AI capabilities
Large Language Models
Startup
Marketing
description Rezazadeh, A., Kohns, M., Bohnsack, R., António, N., & Rita, P. (2025). Generative AI for growth hacking: How startups use generative AI in their growth strategies. Journal of Business Research, 192, 1-16. Article 115320. https://doi.org/10.1016/j.jbusres.2025.115320 --- %ABS3% --- Rene Bohnsack and Arash Rezazadeh were supported by funds through European Union’s Horizon projects: OMEGA-X (Grant agreement ID: 101069287; DOI: 10.3030/101069287) and exPEDite (Grant agreement ID: 101139527; DOI: 10.3030/101139527). Nuno António and Paulo Rita were supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS) (https://doi.org/10.54499/UIDB/04152/2020).
publishDate 2025
dc.date.none.fl_str_mv 2025-04-10T15:56:05Z
2025-04
2025-04-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/182044
url http://hdl.handle.net/10362/182044
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0148-2963
PURE: 113040479
https://doi.org/10.1016/j.jbusres.2025.115320
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 16
application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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