I won’t become obsolete! exploring the acceptance and use of GenAI by marketing professionals

Purpose Generative Artificial Intelligence (GenAI) is reshaping the marketing landscape by enhancing creativity, enabling personalised customer engagement, and streamlining operations. Its transformative impact on content creation opens new opportunities for marketing communication. This study examines how marketing professionals perceive its strategic value and investigates the psychological factors shaping their expectations and attitudes towards its adoption. Design/methodology/approach This study adopts a qualitative research approach, using semi-structured interviews with marketing professionals in the pharmaceutical sector to explore their expectations for GenAI adoption. The pharmaceutical industry’s complex communication needs, strict regulatory requirements, and focus on innovation make it an ideal context for this investigation. Additionally, its underrepresentation in academic marketing research adds further relevance to the study. Findings Marketing experts do not view GenAI as an immediate threat. However, they are concerned about its long-term impact, particularly its potential to automate complex creative and strategic tasks, reducing the need for human involvement. The results emphasise the lasting importance of human creativity and sensibility, especially in pharmaceutical marketing, where effective communication relies on nuance and empathy. This study contributes to theory by incorporating psychological factors, such as the fear of obsolescence, into traditional technology adoption models, offering new insights into how GenAI can enhance rather than replace human creativity. Originality/value This study offers fresh insights into the adoption and implications of GenAI in marketing by focusing on the perspectives of industry professionals. Unlike prior research centred on technical advancements or consumer outcomes, this paper highlights the managerial viewpoint, exploring how GenAI enhances creativity, transforms content creation, and supports strategic goals in marketing communication. It also addresses key challenges, such as regulatory hurdles and the psychological impact of automation, providing a comprehensive understanding of how GenAI is poised to redefine marketing practices.