Marketing Transformation: Generative AI for Content and Strategies

Abstract

Generative Artificial Intelligence (GAI) represents a fundamental shift in marketing, transitioning from passive data analysis to the creation of original content, encompassing texts, images, videos, and audio materials. This characteristic enables high automation and hyper-personalization of marketing processes, enhances user interaction, and optimizes operational procedures. The widespread application of GAI tools across various industries, coupled with predictions of significant market growth and survey data indicating that most marketing professionals actively use AI, suggests that GAI is transitioning from an experimental phase to becoming a key element of contemporary strategies. This paper examines the application of GAI in marketing communication, public relations, the marketing mix, strategy development, and e-marketing, highlighting its strategic implications, challenges, and future directions.