Aplicação de Modelos Generativos no Marketing e Comportamento do Consumidor

Abstract Generative Artificial Intelligence (GAI) is reshaping marketing and consumer behavior analysis by enabling unprecedented levels of personalization, automation, and creativity. This article reviews and integrates the main recent academic contributions on the subject, highlighting how GAI enables hyper-personalized experiences, the generation of insights from large volumes of data, and creative content automation. Practical examples of its application across different industries are presented, along with ethical and methodological challenges, as well as future trends for AI-driven marketing. The analysis shows that the adoption of GAI enhances companies’ efficiency, creativity, and responsiveness, while simultaneously demanding new approaches to performance measurement, data protection, and understanding consumer-brand relationships. The paper proposes a research agenda and practical guidelines for the responsible and innovative use of GAI in contemporary marketing. Keywords: Generative Artificial Intelligence, Digital Marketing, Consumer Behavior, Marketing Personalization.