Marketing with Generative Artificial Intelligence: Applications, Opportunities, Challenges, and Research Agenda

Generative Artificial Intelligence (GAI) is transforming marketing by allowing unprecedented levels of personalization, operational efficiency, and scalability. The purpose of this study is to explore the applications, opportunities, and challenges of marketing with generative artificial intelligence. A qualitative research methodology was employed, utilizing semi-structured interviews with industry experts. Data analysis using NVivo highlighted ten critical themes, including personalization, content optimization, automation, ethical considerations, transparency and accountability. The findings exhibit GAI’s role in reshaping marketing strategies and provide insights into managerial implications. GAI strengthens customer experience by enabling predictive capabilities and streamlining operations, while challenges such as implementation costs, skill gaps, and data integration remain barriers. The study emphasizes the importance of ethical AI practices to build consumer trust, alongside upskilling teams to employ GAI’s potential effectively. This study provides a comprehensive framework for leveraging GAI in marketing while addressing associated challenges, paving the way for future research on its transformative impact on customer-centric marketing practices. This study concludes with a research agenda to investigate GAI’s evolving role in marketing, aiming to guide future theoretical advancements and industry applications.