The latest advancements in generative artificial intelligence (GAI) are advantageous to all organizational functional areas, but marketing has benefited most from this ground-breaking discovery. Scholars haven't focused on GAI's revolutionary effects on marketing initiatives, though. This study examines scholarly viewpoints on using generative artificial intelligence (AI) to enhance customer engagement using bibliometric analysis. In order to identify the research gap and investigate the context for future GenAI research, this study, which delves into current research articles in Generative AI, marketing, management, and customer engagement, conducts a thorough bibliometric and thematic analysis to integrate findings from both modern academic research fields and business application spheres. The study concludes with recommendations for more research, highlighting the significance of fusing technological know-how with a human-centered perspective.