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

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  • Chan, Hau-Ling
  • Choi, Tsan-Ming

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.

Suggested Citation

  • Chan, Hau-Ling & Choi, Tsan-Ming, 2025. "Using generative artificial intelligence (GenAI) in marketing: Development and practices," Journal of Business Research, Elsevier, vol. 191(C).
    • Handle: RePEc:eee:jbrese:v:191:y:2025:i:c:s0148296325000992
    DOI: 10.1016/j.jbusres.2025.115276
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