How generative AI Is shaping the future of marketing

Dhruv Grewal (), Cinthia B. Satornino (), Thomas Davenport () and Abhijit Guha ()
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Dhruv Grewal: Babson College
Cinthia B. Satornino: University of New Hampshire
Thomas Davenport: UVA Darden School of Business
Abhijit Guha: Florida Atlantic University

Journal of the Academy of Marketing Science, 2025, vol. 53, issue 3, No 4, 702-722

Abstract: Abstract Generative AI (Gen AI) is shaping the future of marketing. In the next decade, Gen AI will influence how marketers interact and communicate with customers, help create and deliver marketing content (text, images, and video), and inform methods for researching and developing new products and services. In both service and sales settings, Gen AI will affect customers directly and significantly. Therefore, marketers, researchers, and public policy makers require a clear understanding of Gen AI and its potential, as well as its limitations. To assist marketers in thinking through the adoption and implementation of Gen AI, the current article presents a four-quadrant organizing framework that highlights trade-offs in both the nature of Gen AI inputs and the extent of human augmentation needed to deliver Gen AI–generated outputs. This framework provides guidance for the selection and implementation of Gen AI tools, as well as recommendations for further research.

Keywords: Generative AI; Artificial intelligence; Human augmentation; Customization (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11747-024-01064-3

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