Using generative artificial intelligence (GenAI) in marketing: Development and practices

Hau-Ling Chan and Tsan-Ming Choi

Journal of Business Research, 2025, vol. 191, issue C

Abstract: Generative artificial intelligence (GenAI) is an emerging topic in business research and marketing. This study discusses and classifies the applications of GenAI in the field of marketing. To be specific, this study first conducts a systematic literature search to learn about development on the topic of GenAI in marketing. Then, the collected articles are classified into four major themes, namely (i) applications, adoption and concerns of consumers toward GenAI, (ii) service, (iii) advertising, and (iv) innovation. Next, we discuss the related industrial practices to highlight the current real-world applications of GenAI in various major industries to support marketing activities. Finally, based on the reviewed literature and observed real-world practices, we propose a promising future research agenda that lays the foundation for further studies in the area.

Keywords: Generative artificial intelligence; Marketing; Classification; Practices; Future research (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:191:y:2025:i:c:s0148296325000992

DOI: 10.1016/j.jbusres.2025.115276

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