Exploring the Impact of Generative AI on Customer Engagement in Digital Marketing

Generative Artificial Intelligence (Gen AI) can increase the impact of digital marketing. By adopting Gen AI, marketers can create dynamic content tailoring to personalized strategies to optimize customer interactions, which increases engagement and sales. Despite challenges such as data privacy concerns and the potential loss of human interaction, the advantages of Gen AI in boosting customer engagement are substantial. Therefore, we did a systematic literature review using the PRISMA methodology to reveal how Gen AI improves digital marketing. The review highlights the role of gen AI in digital marketing and how it affects the tools marketers use in marketing. The urgency of adapting gen AI in digital marketing is to gain a benefit over competitors and tackle the challenges. Based on Bowden’s customer engagement framework, our findings reveal that Gen AI significantly impacts customer delight and affective commitment, which are critical components of long-term customer loyalty. Additionally, this review examines how gen AI increases customer engagement by affecting their environments and manipulating the tools integrated by AI to increase the likelihood of customer delight and affective commitment.