Sentiment Analysis in the Age of Generative AI

Abstract In the rapidly advancing age of Generative AI, Large Language Models (LLMs) such as ChatGPT stand at the forefront of disrupting marketing practice and research. This paper presents a comprehensive exploration of LLMs’ proficiency in sentiment analysis, a core task in marketing research for understanding consumer emotions, opinions, and perceptions. We benchmark the performance of three state-of-the-art LLMs, i.e., GPT-3.5, GPT-4, and Llama 2, against established, high-performing transfer learning models. Despite their zero-shot nature, our research reveals that LLMs can not only compete with but in some cases also surpass traditional transfer learning methods in terms of sentiment classification…

• TU
  Technische Universität München