Generative Ai in Marketing and Human Resources: Transforming Customer Engagement and Workforce Management

The advent of generative artificial intelligence (GenAI) marks a paradigm shift for businesses when dealing with issues of customer interaction and employee management. This paper discusses the impact of the dual-domain deployment of GenAI in marketing and human resource management and highlights the ways in which big language models and associated technologies influence personalization techniques and talent management practices. The research involves a synthesis of the current state-of-the-art literature on the issue and outlines the proposed methodologies for GenAI implementation. Based on this information, the transformation mechanisms include hyper-personalized content generation, human-AI collaboration models, semantic candidate matching, and competency modeling automation. The paper describes the proposed methodological framework which includes using retrieval-augmented generation in HR systems and sentiment feedback in marketing activities to bridge the existing gap between content creation and content improvement. The comparative analysis demonstrates that the companies with a structured human-in-the-loop validation mechanism produce better results in terms of brand consistency and candidate selection.