GENERATIVE ARTIFICIAL INTELLIGENCE IN MARKETING: A SYSTEMATIC LITERATURE REVIEW

Abstract

The rapid advancement of Generative Artificial Intelligence (GenAI) has funda-mentally transformed contemporary marketing by enabling organizations to au-tomate content creation, personalize customer interactions, and improve strate-gic decision-making. Despite the growing academic interest in this field, the ex-isting literature remains fragmented and lacks a comprehensive synthesis of the major research streams. Therefore, this study aims to systematically review and synthesize the current body of knowledge regarding the application of GenAI in marketing. This research adopts a Systematic Literature Review (SLR) approach using the PRISMA 2020 framework. Data were collected from the Scopus data-base using a predefined search strategy covering publications from 2023 to 2026. The initial search identified 1,717 documents, which were subsequently filtered based on subject area, document type, open-access status, citation impact, and thematic relevance. Following a rigorous screening process, 22 highly cited arti-cles were selected for qualitative thematic synthesis. The findings reveal four dominant research themes: (1) GenAI as a strategic marketing capability, (2) AI-generated content and marketing communication, (3) consumer trust and brand authenticity, and (4) customer engagement and human–AI interaction. The review suggests that GenAI should be viewed not merely as a technological tool but as a strategic organizational capability that enhances innovation, supports personalized marketing, and strengthens customer relationships when combined with ethical governance and human oversight. This study contributes to the mar-keting literature by integrating fragmented findings into a coherent conceptual framework and provides practical insights for organizations seeking to leverage GenAI for sustainable competitive advantage while maintaining transparency and consumer trust.