The Impact Mechanism of Generative AI Marketing Content on Consumer Purchase Intention

Generative Artificial Intelligence (GAI) technology is rapidly becoming popular, and more and more companies are using it for marketing content creation. GAI marketing content is changing consumers' information reception experience and influencing their purchase decisions. To address the question of how generative AI marketing content affects consumer purchase intention, this article uses a literature review to examine relevant research on brand image and brand equity, generative AI marketing content, and marketing psychology. Based on the existing literature, a theoretical analysis is conducted to develop a dual-path framework. The study focuses on two paths: the brand image path and the marketing psychology path, and discusses how factors such as AI content quality, AI disclosure and consumer trust, brand type, and FOMO sensitivity may influence these paths. This paper proposes a conceptual dual-path framework based on existing research, summarizes the limitations of current research, and suggests directions for future research. The study provides a theoretical reference for enterprises seeking to apply generative AI in marketing practices.