The research examines the impact of generative artificial intelligence (AI) on marketing. The focus is placed on evaluating recent advances in generative AI algorithms and their potential to transform approaches to content marketing, trend analysis, forecasting, and changing the roles of marketers. The authors also discussed ethical and legal issues arising from using neural networks in content creation. The authors analyzed current research and publications focusing on the application of generative AI in marketing. During the research, the authors reviewed the methods for content generation and conducted a comparative evaluation of neural networks based on their accessibility threshold. Key findings include an assessment of the potential of generative AI to automate content creation, data analysis, and trend forecasting in marketing. The changing roles of marketers are also discussed, highlighting the ethical and legal aspects of using generative AI in this area. The novelty of this research lies in its comprehensive examination of the impact of generative AI on various aspects of marketing activities, as well as in identifying the ethical and legal issues associated with its use.