This paper examines the transformative impact of generative AI on creative professionals in the marketing sector. A systematic literature review was conducted to clarify the opportunities and challenges associated with the integration of generative AI into marketing strategies. Through inductive analysis, two main themes emerged: generative AI opportunities and drawbacks. The opportunities include enhanced marketing effectiveness, amplified creative capabilities, streamlined automation, increased productivity, user-friendly interfaces, and synergistic human-AI collaboration. Conversely, the drawbacks include concerns such as fear of job displacement, skepticism over AI-generated content, security and privacy risks, ethical considerations, and the potential for overreliance on AI. A comprehensive framework was developed to synthesize these findings, providing a structured understanding of generative AI's impact on creative professionals in marketing. This framework serves as a foundation for further research and offers practical insights for the responsible integration of generative AI into marketing workflows.