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How generative AI Is shaping the future of marketing

Author

Listed:
  • Dhruv Grewal

    (Babson College
    University of Bath
    Tecnológico de Monterrey)

  • Cinthia B. Satornino

    (University of New Hampshire)

  • Thomas Davenport

    (UVA Darden School of Business)

  • Abhijit Guha

    (Florida Atlantic University
    University of South Carolina)

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.

Suggested Citation

  • Dhruv Grewal & Cinthia B. Satornino & Thomas Davenport & Abhijit Guha, 2025. "How generative AI Is shaping the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 702-722, May.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:3:d:10.1007_s11747-024-01064-3
    DOI: 10.1007/s11747-024-01064-3
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    References listed on IDEAS

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    1. Gaia Rubera & Weifeng Li & John Hulland, 2025. "Generative artificial intelligence: Marketing’s death knell or ringing in a new era?," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 673-676, May.

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