Generative AI in Marketing Innovation：Applications and Research Outlook

The rapid development of generative artificial intelligence is transforming the field of marketing. This paper provides a systematic review of the applications and research developments of generative AI in marketing innovation，focusing on four key stages of the value creation process：market research，creative production，marketing communication，and customer interaction. Building on this analysis，the paper further explores promising directions for future research. Looking ahead，the widespread adoption of AI is expected to profoundly reshape how consumers access information，make decisions，and interact with firms. These behavioral shifts will transform firms’marketing strategies and the logic of value creation，making innovation in marketing theory and practice both necessary and inevitable.