Author(s)
Dr.M.Bhuvaneswari
- Manuscript ID: 140891
- Volume: 2
- Issue: 7
- Pages: 702–713
Subject Area: Management
Abstract
The rapid emergence of Generative Artificial Intelligence (Generative AI) has significantly transformed the digital marketing landscape by enabling organizations to develop intelligent, personalized, and automated marketing strategies. Unlike traditional Artificial Intelligence applications that primarily focus on data analysis, prediction, and automation, Generative AI possesses the capability to create original content, including text, images, videos, product descriptions, advertisements, and customer communications. These capabilities have enabled marketers to improve content creation efficiency, enhance customer experiences, and optimize digital marketing campaigns.
The increasing adoption of Generative AI in digital marketing has created new opportunities for businesses to improve customer engagement, personalization, brand communication, and marketing performance. AI-powered tools allow organizations to analyze customer preferences, generate targeted content, automate interactions, and provide real-time responses to consumer needs. However, challenges related to consumer trust, ethical concerns, privacy issues, content authenticity, and responsible AI usage continue to influence the effectiveness of AI-driven marketing practices.
This study examines the impact of Generative AI on digital marketing effectiveness by exploring its influence on AI-enabled content creation, personalization, customer engagement, consumer trust, and organizational marketing performance. The study proposes a conceptual framework based on the Technology Acceptance Model (TAM), Resource-Based View (RBV), and Dynamic Capability Theory to understand how organizations integrate Generative AI capabilities into their marketing strategies. A quantitative research approach is proposed to evaluate the relationship between Generative AI adoption and digital marketing outcomes.