The Role of Generative AI in Marketing: A Review and Analysis of the Status Quo

Generative AI has been in the limelight for the past couple of years with a promise to transform the way businesses operate. The marketing function is one of the first to witness the power of this new technology. This paper disseminates research in progress that looks at the potential of this new technology through an analysis of the status quo. The paper explores the current literature to identify the key experts in the area, key terms being used in the research and key publication outlets and reports on them. The completed study in the future will entail an in-depth analysis of the full-text papers to identify key themes surrounding the true potential and caveat of using Generative AI for marketing.