<p>Generative artificial intelligence (GenAI) has recently attracted attention from literature and organisations, especially due to advances in machine learning techniques. However, research on GenAI in creative contexts remains in its early stages, with few attempts made to assess the current body of research or synthesise the existing knowledge in this area. To address this gap, this paper employs a systematic literature review of 64 studies to identify methods, research trends and key thematic insights shaping the current understanding of GenAI in creative contexts. The findings of this systematic literature review emphasise the rapid development of research on GenAI in creative contexts. The analysis highlights key factors influencing the adoption and impact of GenAI in creative processes, as well as the implications for creative outcomes and industry practices. From this analysis, several potential directions for future research emerge, including the long-term effects of GenAI on creative processes, socio-economic implications for creative industries, and frameworks for ethical use, and perception of GenAI-generated content.</p>