Generative AI in marketing agencies: Implementation drivers and outcomes

Generative Artificial Intelligence (GenAI) is reshaping the way marketing agencies develop and offer successful advertising and marketing campaigns. GenAI offers competence and skill sets that are required for agencies, including data-driven hyper personalization and automated content creation (Iyer and Bright, 2024). Marketing agencies who adopt GenAI to meet dynamic customer needs may be able to gain a competitive advantage. However, the rapid implementation of GenAI applications raises critical concerns about ethical risks, marketing outcome employee well-being (Chowdhury et al., 2024; Rana et al., 2024). Despite GenAI’s potential benefits, there is a pressing need to scrutinize the drivers behind GenAI implementation and its potential benefits and risks when marketing agencies engage with business clients.