Publicação
Unlocking the Potential of Generative AI in Marketing: A Systematic Literature Review and Emerging Dimensions
| Resumo: | Generative Artificial Intelligence (GenAI) is revolutionizing the marketing landscape by enabling innovative approaches to content creation, personalization, and operational efficiency, while also presenting challenges related to ethics and consumer trust. This study investigates the integration of GenAI into marketing strategies, focusing on its theoretical and practical implications. A dual-methodology approach was employed: a bibliometric analysis identified key thematic clusters in the field, and a systematic literature review (SLR) guided by PRISMA standards distilled insights from 37 selected publications. The research resulted in the development of the Generative AI Marketing Integration Framework, which comprises eight critical dimensions: Technological Infrastructure, Operational Efficiency, Ethics and Governance, Consumer Perception, Consumer Trust, Personalization, Engagement, and Market Innovation. These dimensions reflect the multifaceted role of GenAI in transforming marketing strategies. The study highlights GenAI’s potential to automate processes, foster innovation, and enhance personalized consumer experiences. However, its success is contingent upon implementing ethical safeguards and building consumer trust. Validation interviews with industry professionals emphasized the interplay between theoretical concepts and practical applications, suggesting refinements to the framework to better address realworld challenges. For example, the importance of ethical governance and transparency was consistently noted as essential for ensuring sustainable adoption. This study contributes to the growing body of knowledge on GenAI in marketing by integrating theoretical and practical insights into a robust framework. It underscores the need for marketers to balance technological capabilities with ethical considerations to drive innovation, improve efficiency, and maintain consumer trust. Future research could expand on these findings by exploring industry-specific applications and the long-term impacts of GenAI on marketing strategies. |
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| Autores principais: | Mota, Danilo dos Santos Belo |
| Assunto: | Generative Artificial Intelligence (GenAI) Marketing Operational Efficiency Market Innovation SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Generative Artificial Intelligence (GenAI) is revolutionizing the marketing landscape by enabling innovative approaches to content creation, personalization, and operational efficiency, while also presenting challenges related to ethics and consumer trust. This study investigates the integration of GenAI into marketing strategies, focusing on its theoretical and practical implications. A dual-methodology approach was employed: a bibliometric analysis identified key thematic clusters in the field, and a systematic literature review (SLR) guided by PRISMA standards distilled insights from 37 selected publications. The research resulted in the development of the Generative AI Marketing Integration Framework, which comprises eight critical dimensions: Technological Infrastructure, Operational Efficiency, Ethics and Governance, Consumer Perception, Consumer Trust, Personalization, Engagement, and Market Innovation. These dimensions reflect the multifaceted role of GenAI in transforming marketing strategies. The study highlights GenAI’s potential to automate processes, foster innovation, and enhance personalized consumer experiences. However, its success is contingent upon implementing ethical safeguards and building consumer trust. Validation interviews with industry professionals emphasized the interplay between theoretical concepts and practical applications, suggesting refinements to the framework to better address realworld challenges. For example, the importance of ethical governance and transparency was consistently noted as essential for ensuring sustainable adoption. This study contributes to the growing body of knowledge on GenAI in marketing by integrating theoretical and practical insights into a robust framework. It underscores the need for marketers to balance technological capabilities with ethical considerations to drive innovation, improve efficiency, and maintain consumer trust. Future research could expand on these findings by exploring industry-specific applications and the long-term impacts of GenAI on marketing strategies. |
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