Unveiling the Influence of Gen‐ <scp>AI</scp> Marketing on Customer Experience Through User‐Generated Content Analysis

ABSTRACT Generative AI (Gen‐AI) is an evolving technology surrounded by both opportunities and myths. This study examines consumer perceptions of Gen‐AI applications in marketing along with ethical and societal challenges by analyzing user‐generated content from Twitter (X) using thematic and sentiment analysis. The findings show that consumers tend to respond favorably to Gen‐AI‐driven marketing applications such as chatbots, email marketing, and recommendation systems, especially when they increase the perceived value, personalization, and engagement. However, concerns around ethical AI, trust, transparency, explainability, and over‐reliance on automation become important barriers to consumer acceptance. Based on the insights from the study, the future of Gen‐AI applications should be focused on balancing intelligence with responsibility. Integrating Gen‐AI with ethical design, transparency, contextual sensitivity, and human judgment will help organizations achieve sustainable customer trust, superior experiences, and long‐term strategic advantage.