Taxonomy of Generative Artificial Intelligence (Gen-AI) Use in Marketing

Generative Artificial Intelligence (AI) is reshaping marketing by enabling hyper-personalized content, real-time consumer engagement, and the automation of marketing processes. While it unlocks substantial opportunities for innovation and efficiency, it also presents challenges related to consumer trust, ethical governance, and organizational preparedness. This entry offers a comprehensive examination of generative Artificial Intelligence in marketing, distinguishing it from broader Artificial Intelligence applications and analyzing its implications for strategy, creativity, and operations. To structure this rapidly evolving field, a taxonomy of generative Artificial Intelligence applications is proposed, distinguishing between consumer-facing and business-facing domains and encompassing key areas such as shopping personalization, consumption experience, decision support, and financial optimization. The entry concludes by identifying key avenues for future research, with particular attention to organizational, ethical, and cultural dimensions that are likely to shape the trajectory of generative Artificial Intelligence in marketing.