Generative Artificial Intelligence in Marketing Capabilities and Customer Engagement: A Systematic Literature Review

Abstract

The recent spread of generative artificial intelligence (GAI) is transforming how companies form marketing competencies and interact with their clients, but current literature is still disjointed between fields and views. The present research is based on the systematic literature review in order to synthesize the work that was done on GAI in marketing previously, explain its role in improving marketing attributes and customer relationships, and find out uncovered issues and research directions. The review covers the necessity of an integrative synthesis supporting cumulative theory progression and informed managerial decision-making Adopting a systematic literature review method, the study reviews peer-reviewed journal articles devoted to the generative AI application in marketing. The review summarizes both conceptual and empirical research in various methodological traditions to analyze prevailing themes, theoretical underpinnings, technology enablers, organizational influences, and governance concerns defining AI-based marketing practices to reinforce customer engagements. Nonetheless, the results of adoption are largely determined by data governance, ethical issues, organizational preparedness, and human-AI collaboration systems. This paper presents a unified framework of connections between generative AI, marketing capacities, and customer participation, in addition to emphasizing important gaps in the research and providing an ordered agenda on the direction of future investigation.