Generative AI in Marketing: A systematic literature review using TCCM

framework

This systematic literature review examines research on Generative AI (Gen AI) in marketing.
Using the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR)
protocol and the theories, contexts, characteristics, and methods (TCCM) framework, 51 articles
from three academic databases were analyzed based on specific keywords and
inclusion/exclusion criteria. The review highlighted advancements in marketing strategies,
including innovative designs, user-centered methodologies, and personalized marketing.
However, gaps remain in diverse application contexts, methodologies, cultural factors, and
societal barriers. The implications of this research underscore the urgent need for integrating new
theories, contexts, characteristics and methods that can lead to broader societal acceptance and
better value addition for both academics and industry. Moreover, this review enhances the
understanding of Gen AI in marketing, providing insights for researchers, policymakers, and
industry leaders to promote personalized, accessible, and effective marketing solutions.
Keywords: Generative AI, Large Language model, Marketing.

Introduction

Recent advancements in machine learning (ML) and deep learning (DL) have significantly
expanded the capabilities of artificial intelligence (AI), particularly in the realm of content
generation. Traditional AI tasks like predictions and classifications have now evolved to
encompass the creation of unique, realistic, and even creative content. This paradigm shift has
given rise to what is known as Generative Artificial Intelligence (GAI), a disruptive force
reshaping the digital landscape (Dwivedi et al., 2023; Teubner et al., 2023; Wessel et al.,
2023).One of the landmark developments in this field was the release of "Chat Generative Pre-
trained Transformer" (ChatGPT) by OpenAI in late 2022. ChatGPT, a member of the Generative
Pre-trained Transformer (GPT) family, represents a class of Large Language Models (LLMs)
that undergo extensive training on massive datasets (Cascella et al., 2023). This breakthrough
sparked widespread interest and attention, showcasing the potential of GAI to revolutionize
various domains including marketing.

GAI applications span a wide range of domains, including marketing, where it promises to
reshape how businesses engage with their audience. For instance, GAI can generate tailored
marketing content that precisely matches the preferences and behaviors of target audiences. It
can also produce realistic images or videos for advertising purposes and even assist in software
development by generating code snippets (Bakpayev et al., 2022; Elasri et al., 2022; Kowalczyk
et al., 2023). Moreover, the integration of GAI into enterprises holds the promise of enhancing
worker productivity and efficiency. By automating repetitive tasks and augmenting
human=capabilities, GAI can facilitate new forms of collaboration between humans and
machines (Einola & Khoreva, 2023). This augmentation and automation of tasks not only
streamline operations but also pave the way for innovative workflows and job roles.
While initially explored from the perspective of AI's capability in data analysis, segmentation,
and standardization (Huang & Rust, 2021), recent research has shifted towards the generative
AI's potential for personalization and relationalization (Huang & Rust, 2021). The varied
applications of Gen AI in the marketing domain are indeed exciting, yet they have led to a
fragmented discourse, with pertinent research appearing across diverse journals specific to
marketing (Huang & Rust, 2024), advertising (Ferraro et al., 2024), information technology
(Dwivedi et al., 2023), and hospitality (Law et al., 2024). Marketing, in particular, has benefited
positively from these advancements in GAI (Kshetri, 2023a). Preliminary evidence suggests that
GAI exerts a more substantial impact on marketing processes and outcomes compared to
previous digital technologies (Kshetri, 2023a). This is primarily due to GAI's ability to generate
human-like and highly customizable text, images, and videos, providing marketing professionals
with powerful tools to optimize content creation processes (Anisin, 2023). Reviewing the
existing literature is crucial for academics to both understand the current state of the field and to
further its development. Therefore, this systematic literature review synthesizes the literature on
Gen AI in marketing. To fill the existing gap in the literature, this paper aims to analyze the
performance and intellectual structure of General Artificial Intelligence (Gen AI) in marketing
research. Utilizing the SPAR-4-SLR protocol by Paul et al. (2021) as the review framework, this
study will provide a thorough and systematic examination of Gen AI in the marketing domain. In
line with the scope of previous reviews (Donthu et al., 2021a, 2021b, 2021d; Goodell et al.,
2021; Kumar et al., 2021a, 2021b, 2021c), this paper seeks to address the following research
questions related to the performance and intellectual foundation of Gen AI in marketing
research:

1.Analyze existing studies within the application of Gen AI in marketing to determine the gaps
in research for future study

2. To understand what we know about Gen AI in marketing and its impact on the various aspects
of marketing.

3. To understand how Gen AI in marketing research has been conducted and the methodology
and theoretical framework used in the studies.

4. To understand how the consumer is impacted by the application of Gen AI in marketing.

5. To develop a comprehensive future research agenda.

The study is organized as follows. The researchers begin with the literature review methodology
to explain the step-by-step process undertaken to review the literature on Generative AI in
marketing using the scientific procedures and rationales for SLRs(SPAR-4-SLR) method (Paul et
al., 2021). Next, the researchers intro-duce the findings and discussion of the SLR by following
the theories,contexts, characteristics, and methods (TCCM) framework (Paul &Rosado-Serrano,
2019). Future research is discussed next, again fol-lowing the TCCM framework. Finally, the
researchers explore the managerial and societal implications of the study.

TABLE 1 List of research articles used in the systematic literature review

 Year
No Journal Name Article Name Authors Citations
Range
2020-2024
Journal of Business Mustak et al.,
1 Deep Fakesm: Deceptions,
Research 2023.
mitigations, and opportunities
A comparative study on the
effect of ChatGPT
Journal of Retailing
recommendation and AI Chang W. and Park
2 and Consumer 1
recommender systems on the J.(2024)
Services
formation of a consideration
set

Annals of Tourism A fine-tuned tourism-specific Hsu C.H.C.et al.

3 2
Research generative AI concept (2024)

A framework for AI-powered

service innovation capability: Akter S. et al.
4 Technovation 30
Review and agenda for future (2023)
research

A shared journey: Experiential

Technological
perspective and empirical Abadie A..et al.
5 Forecasting and 3
evidence of virtual social robot (2024)
Social Change
ChatGPT's priori acceptance

Technological AI-empowered scale

Hoffmann S..et al.
6 Forecasting and development: Testing the 0
(2024)
Social Change potential of ChatGPT

Antecedents and consequences

International Journal of travelers' trust towards
7 of Hospitality personalized travel Ali F. et al. (2023) 18
Management recommendations offered by
ChatGPT

8 Technovation Applications of generative AI Singh K..et al. 0

and future organizational (2024)
performance: The mediating
role of explorative and
exploitative innovation and the
moderating role of ethical
dilemmas and environmental
dynamism
 Are both generative AI and
International Journal
ChatGPT game changers for Fosso Wamba S. et
9 of Production 33
21st-Century operations and al. (2023)
Economics
supply chain excellence?

Journal of
Autonomous travel decision-
Hospitality and Wong I.A. et al.
10 making: An early glimpse into 31
Tourism (2023)
ChatGPT and generative AI
Management

Bridging the gap of

Journal of
bibliometric analysis: The
Hospitality and Shin H.and Kang J.
11 evolution, current state, and 10
Tourism (2023)
future directions of tourism
Management
research using ChatGPT

Chat-Up”: The role of

competition in street-level
Public
bureaucrats' willingness to
12 Administration Aviram et al., 2024
break technological rules and
Review
use generative pre-trained
transformers (GPTs)

Chatbots and mental health:

Journal of Consumer De Freitas J. et al.
13 Insights into the safety of 5
Psychology (2023)
generative AI

ChatGPT for tourism: Carvalho I. and

14 Tourism Review 107
applications, benefits and risks Ivanov S.(2024)

ChatGPT for Trip Planning:

Journal of Travel Shin S. et al.
15 The Effect of Narrowing Down 1
Research (2023)
Options

Journal of ChatGPT in supply chains:

Manufacturing exploring potential
16 Haddud, 2024. 40
Technology applications, benefits and
Management challenges

ChatGPT-powered chatbot as a
green evangelist: an innovative
Service Industries
17 path toward sustainable Sadiq et al., 2023 1
Journal
consumerism in E-commerce;
[ChatGPT

18 Technological Customers' online shopping Sivathanu, et al., 1

 Forecasting and intention by watching AI-based
2022.
Social Change deepfake advertisements

Journal of Retailing Decisions with ChatGPT:

19 and Consumer Reexamining choice overload Kim J et al. (2023) 19
Services in ChatGPT recommendations

Determinants of approach
International Journal behavior for ChatGPT and
of Contemporary their configurational influence
20 Han H..et al.(2024) 1
Hospitality in the hospitality and tourism
Management sector: a cumulative prospect
theory

Do you trust ChatGPTs?

Journal of Travel
Effects of the ethical and Kim J.H. et al.
21 and Tourism 4
quality issues of generative AI (2023)
Marketing
on travel decisions

Editorial: On ChatGPT and

International Journal beyond: How generative
Peres R. et al.
22 of Research in artificial intelligence may 99
(2023)
Marketing affect research, teaching, and
practice

Effects of AI ChatGPT on
23 Tourism Review travelers’ travel decision- Kim et al., 2023 8
making

International Journal Emerging leaders or persistent

Nedungadi P..et al.
24 of Information gaps? Generative AI research 1
(2024)
Management may foster women in STEM

Enhancing trust in online

Journal of Business Chakraborty D..et
25 grocery shopping through 0
Research al.(2024)
generative AI chatbots

Fact or fake: information,

Journal of Strategic
26 misinformation and Lim et al., 2024 3
Marketing
disinformation via social media

27 Technological Factors affecting performance Camilleri M.A. 3

Forecasting and expectancy and intentions to (2024)
Social Change use ChatGPT: Using SmartPLS
to advance an information
technology acceptance
 framework

International Journal Generative AI for scalable Jürgensmeier

28 of Research in feedback to multimodal L.and Skiera B.
Marketing exercises (2024)

Generative artificial Banh L.and Strobel

29 Electronic Markets 5
intelligence G.(2023)

Generative Artificial
Intelligence in Business:
British Journal of Chowdhury S..et
30 Towards a Strategic Human 1
Management al.(2024)
Resource Management
Framework

Generative artificial
Mariani M.and
Journal of Business intelligence in innovation
31 Dwivedi Y.K. 6
Research management: A preview of
(2024)
future research developments

Generative Artificial
Journal of Intelligence in the Hospitality
Dogru T.et al.
32 Hospitality and and Tourism Industry: 36
(2023)
Tourism Research Developing a Framework for
Future Research

Generative conversational AI
Technological agent for managerial practices:
Baabdullah A.M.
33 Forecasting and The role of IQ dimensions, 2
(2024)
Social Change novelty seeking and ethical
concerns

Journal of Retailing GPT and CLT: The impact of

and Consumer
34 ChatGPT's level of abstraction Krishner, 2024 8
Services
on consumer recommendations

I Am ChatGPT, the ultimate

Journal of Retailing AI Chatbot! Investigating the
Niu B.and Mvondo
35 and Consumer determinants of users' loyalty 17
G.F.N.(2024)
Services and ethical usage concerns of
ChatGPT

36 International Journal Investigating OTA employees’ Lu et al., 2024. 0

of Hospitality double-edged perceptions of
Management ChatGPT: The moderating role
 of organizational support

Is ChatGPT the right

Journal of Travel technology for service
Demir M.and
37 and Tourism individualization and value co- 17
Demir S. S. (2023)
Marketing creation? evidence from the
travel industry

International Journal Is it the end of the technology

of Contemporary acceptance model in the era of Mogaji E.et al.
38 5
Hospitality generative artificial (2024)
Management intelligence?

Leveraging ChatGPT and other

International Journal generative artificial
of Contemporary intelligence (AI)-based Dwivedi Y.K.et al.
39 63
Hospitality applications in the hospitality (2024)
Management and tourism industry: practices,
challenges and research agenda

Managing a ChatGPT-
empowered workforce: Retkowsky et al.,
40 Business Horizons 6
Understanding its affordances 2024
and side effects

Navigating the generative AI

International Journal
travel landscape: the influence
of Contemporary Li Y.and Lee S.O.
41 of ChatGPT on the evolution 0
Hospitality (2024)
from new users to loyal
Management
adopters

So what if ChatGPT wrote it?”

Multidisciplinary perspectives
International Journal
on opportunities, challenges Dwivedi Y.K et al.
42 of Information 890
and implications of generative (2023)
Management
conversational AI for research,
practice and policy

Societal impacts of chatbot and

Marketing mitigation strategies for
43 Intelligence and negative impacts: A large-scale Wwi et al., 2024 1
Planning qualitative survey of ChatGPT
users

44 Marketing Subscription intentions for Jo, 2024 0

Intelligence and ChatGPT plus: a look at user
 Planning satisfaction and self-efficacy

The Caring Machine: Feeling Huang M.-H.and

45 Journal of Marketing 5
AI for Customer Care Rust R.T.(2024)

Technological The impact of ChatGPT on

Giordano V.et al.
46 Forecasting and human skills: A quantitative 2
(2024)
Social Change study on twitter data

The paradoxes of generative

Ferraro C..et al.
47 Business Horizons AI-enabled customer service: 4
(2024)
A guide for managers

The role of ChatGpt on

customer service in the
Tourism and Limna P.and
hospitality Industry: An
48 Hospitality Kraiwanit T. 7
exploratory study of hospitality
Management (2023)
workers experiences and
perceptions

The Turing test of online

reviews: Can we tell the
49 Marketing Letters difference between human- Powers et al., 2023 2
written and GPT-4-written
online reviews?

Tourist acceptance of ChatGPT

Journal of Travel
in travel services: the
50 and Tourism Xu H..et al.(2024) 0
mediating role of parasocial
Marketing
interaction

Tourists’ behavioural
intentions to use ChatGPT for
Current Issues in tour route planning: an
51 Li et al., 2024 0
Tourism extended TAM model
including rational and
emotional factors

Unravelling the Impact of

Global Journal of Generative Artificial
Kar A.K. et al.
52 Flexible Systems Intelligence (GAI) in Industrial 28
(2023)
Management Applications: A Review of
Scientific and Grey Literature

Using generative artificial

53 Tourism Review Duong et al., 2024. 0
intelligence (ChatGPT) for
 travel purposes: parasocial
interaction and tourists’
continuance intention

What drives tourists’

Journal of Retailing continuance intention to use
Pham H.C..et al.
54 and Consumer ChatGPT for travel services? A 4
(2024)
Services stimulus-organism-response
perspective

Literature Review Methodology

The systematic literature review (SLR) methodology is highly esteemed for its thoroughness,
quality, and clarity, distinguishing it from other types of literature reviews (Paulet al., 2021; Paul
& Criado, 2020). Its ability to mitigate bias during selection and analysis is achieved through a
dual-verification system and the establishment of a research protocol involving input from
multiple subject matter experts (Paul et al., 2021). This approach is particularly suited to
providing a comprehensive and integrated overview of existing research on the role of General
Artificial Intelligence (Gen AI) in marketing. The primary objective of this review is to identify
advancements, knowledge gaps, and limitations in this crucial research area.

This SLR focuses specifically on a field and employs a framework-driven content analysis
method to deliver a thorough synthesis of studies within that domain, alongside a well-structured
research agenda for future investigations. Hence, it can be classified as a domain-specific SLR
(Paul et al., 2021; Paul & Criado, 2020). Moreover, the SLR identifies potential areas for further
inquiry by outlining future research directions and providing guidance on how to achieve these
objectives. To fulfill these research goals, the review adopts the TCCM framework proposed by
Paul and Rosado-Serrano (2019) and provides an overview of its application in current literature.

This literature review adheres to a robust approach, utilizing the SPAR-4-SLR protocol
recommended by Paulet al. (2021). This protocol delineates procedures for literature selection
and analysis, including search term and database choices, inclusion criteria, data extraction
methods, and analytical techniques. By following this innovative protocol, the SLR ensures its
quality is coherent, rigorous, transparent, and state-of-the-art (Jain et al., 2023; Paul et al., 2021).

The review process within the SPAR-4-SLR framework is structured into three main stages and
six sub-stages. The primary stages include gathering, organizing, and evaluating, each
encompassing sub-stages such as identification and acquisition, organization and refinement, and
evaluation and reporting. This method guarantees that the review is comprehensive, rigorous,
and transparent.

TABLE 2 Summary of findings in the top 10 cited articles

Article name Findings
 The performance improvement from GPT-3.5 to
GPT-4 is notable, suggesting future enhancements
will continue but may be incremental. Cost-
On ChatGPT and beyond: How effective alternatives to models like GPT-3.5,
generative artificial intelligence may Claude 3, Sonnet, and Gemini 1.5 should be
affect research, teaching, and practice considered. The app is effective across languages,
and using Generative AI for automated feedback is
cheaper than human expert feedback, potentially
saving resources and reducing costs
The more sophisticated the manipulation in an
advertisement, the higher the perceived realism and
Preparing for an Era of Deepfakes and
creativity. Higher perceived realism increases
AI-Generated Ads: A Framework for persuasiveness but decreases awareness of falsity.
Understanding Responses to Meanwhile, higher perceived creativity also
Manipulated Advertising enhances persuasiveness but increases awareness
of the advertisement's falsity.

Consumers' product preferences for algorithm-

Unveiling the Mind of the Machine
controlled products are shaped by the level of
algorithm adaptivity. Generally, high adaptivity is
preferred as it is perceived as more creative.
However, this high adaptivity can be detrimental if
unpredictability is viewed negatively, especially
when consumers expect the product to offer a
limited range of solutions for a specific task.

Humans struggle to distinguish between AI-written

reviews and those composed by humans. Even with
incentives for accuracy, both Type I and Type II
errors were frequent: human reviews were often
The Turing test of online reviews: Can mistaken for AI-generated ones, and vice versa.
we tell the difference between human‐ This trend persisted across different rating scales,
written and GPT‐4‐written online emotional tones, review lengths, and participant
reviews? demographics such as gender, education levels, and
familiarity with AI. Younger participants showed
slightly better discernment abilities. Moreover,
current AI detectors also struggled to accurately
identify AI-generated reviews.

Virtual influencer marketing: Evaluating
the influence of virtual influencers’ form
realism and behavioral realism on
consumer ambivalence and marketing
performance
It was found that a virtual interface (VI) displaying
moderate (compared to low) visual realism
increased perceptions of both eeriness and
coolness. These effects were amplified when
combined with high (versus low) behavioral
realism. Conversely, VIs with high (versus low)
 visual realism were linked to reduced perceptions
of eeriness and increased coolness, especially when
paired with high (versus low) behavioral realism.
The study highlighted the negative impact of
eeriness and the positive influence of coolness on
VI performance outcomes.

The study revealed that when quality and ethical

concerns were prominent, acceptance of and
satisfaction with ChatGPT's recommendations
decreased significantly, with perceived
trustworthiness playing a mediating role.
Do you trust ChatGPTs? Effects of the
Additionally, the study identified that message
ethical and quality issues of generative framing containing ChatGPT's errors and the types
AI of information delivered by ChatGPT moderated
on travel decisions the positive effect of its recommendations. These
findings emphasize the importance of addressing
ethical and quality considerations in the use of AI-
powered chatbots, highlighting their impact on AI
acceptance and user satisfaction

People tend to assess their own contributions to co-

produced outputs with ChatGPT as higher than
those of others. This systematic difference between
self and others arises from differing beliefs about
how GenAI is utilized: individuals perceive their
Acceptability lies in the eye of the
own use primarily as inspirational, whereas they
beholder: Self-other biases in GenAI
believe others predominantly use GenAI to
collaborations
outsource work. These self-perceptions versus
perceptions of others directly influence how GenAI
acceptability is perceived, with individuals
generally finding its use more acceptable for
themselves than for others.
Enhancing trust in online grocery The study found that perceived interaction quality
shopping through generative AI chatbots and perceived credibility have a significant positive
impact on perceived attitude toward online grocery
shopping (OGS) using generative AI (GAI)
chatbots. Additionally, perceived inertia, perceived
threat, and perceived regret avoidance were found
to negatively impact perceived attitude toward
OGS using GAI chatbots. Furthermore, perceived
attitude toward OGS using GAI chatbots
significantly influences perceived trust toward
 these services. These findings underscore the
importance of interaction quality, credibility, and
addressing psychological barriers in shaping
consumer attitudes and trust in AI-driven online
grocery shopping experiences.
Mental health crises appear in a notable portion of
user interactions with chatbots, yet companion AIs
often fail to recognize and respond effectively to
signs of distress. This gap leads to consumer
Chatbots and Mental Health: dissatisfaction and poses reputational risks for
Insights into the Safety of generative AI companies due to negative reactions
Generative AI toward unhelpful and potentially risky responses.
Addressing these challenges is crucial for
enhancing the reliability and trustworthiness of AI-
driven interactions, particularly in sensitive areas
like mental health support.
A framework of marketing principles is proposed
for implementing and studying the "caring
machine." Key tenets include validating emotion
recognition accuracy using marketing emotion
theories across various emotional signals and
methodologies, employing prompt engineering to
improve GenAI's comprehension of emotions,
The Caring Machine: Feeling AI for
utilizing "response engineering" to tailor emotion
Customer Care
management suggestions, and strategically utilizing
GenAI for emotional bonding to enhance both
customer emotional well-being and customer
lifetime value. These principles aim to leverage
advanced AI capabilities to foster deeper emotional
connections and optimize customer relationships in
marketing contexts.

Assembling

Identification

The identification substage in the SPAR-4-SLR framework involves specifying the research
domain, research questions, source type, andsource quality for the SLR.This study is a domain-
based review that focuses on how GenAI is contributing to the marketing. The primary goal of
this study is to investigate how GenAI in marketing evolved over the last few years, the GenAI
options available for the consumers in the marketplace, and which direction GenAI in marketing
research and development should go to satisfy its consumer needs and wants. Studies in this
domain include customer experience of GenAI based marketing, Adoption of GenAI
technologies in marketing, Dark side of GenAI, and the Integration of Gen AI in Metaverse and
Virtual influencer marketing.The primary research questions that guided this SLR were identi-
fied during the initial phase by the researchers after reviewing the scope of the literature and
considering the opinions of the experts in this domain. The research questions are listed below:
RQ1. What do we know about the current state of GenAI in marketing? RQ2. What is the
research focus and how were they conducted?RQ3. Where should research on GenAI in
marketing be moving towards?RQ4. Why should academics, industry leaders, educators,and
policymakers know more about GenAI in marketing?The literature chosen for this review
consists of scholarly works published in peer-reviewed journals in English. These articles have
been through the rigorous process of peer-review and make up a crucial aspect of academic
progress in the field (Paul et al., 2021). While books,chapters, dissertations, conference
proceedings, and non-academic sources were excluded from this review since they may not have
undergone the same level of scrutiny or may not provide significant contributions to the
academic discourse (Paul et al., 2021; Rhaiem &Amara, 2021).To ensure the highest level of
quality, the articles were collectedfrom three databases: Scopus, and Web of Science.Scopus
And Web of Science are widely used in conducting literature review and they are truly
comprehensive in terms of multidisciplinary research (Tsiotsou et al., 2022).

Acquisition

The articles were acquired directly from the selected databases. The Articles were then compiled
together in Microsoft Excel to remove the duplicates across the two databases.To ensure
comprehensive coverage of the topic, the review did not set a specific start date and instead
included all articles that were indexed by the end of the selection period, which was from 2004 to
June 30, 2024. The researchers reasoned that since GenAI is a very new technology there is only
limited work related to GenAI and marketing. Any arti-cles that were not indexed by that date
were not covered in this SLR.The researchers prepared a list of keywords after scrutiny and
refinement through extensive discussions and testing. The search was then conducted on the
three chosen databases using the adapted key-word strings, which involved grouping of relevant
words and use ofBoolean operators such as “AND” and “OR.” The keywords in the Boolean
search string were grouped into two parts. The first part consisted of keywords such as
“Generative AI” OR “GenAI” OR “ChatGpt”which reflects the focus of this study. The second
part consisted of keywords such as "retail" OR "customer satisfaction" OR "customer
relationship" OR "marketing" OR "advertising" OR "service marketing" OR "customer behavior"
OR "customer engagement" OR "sales" OR "brand management" OR "Digital marketing"that
denotes the broad area where GenAI in marketing research has been conducted.The search
generated a total of 258 articles, 119 of which were fromScopus, and 139 were from Web of
Science.

FIGURE 1 Scientific Procedures and rationales for systematic literature reviews(SPAR-4-

SLR) framework.Source: Created by author(s).
 Domain - Generative AI in Marketing
Research Question - RQ1 What do we know about the current state of Gen AI in marketing RQ2 How do we
know about it? RQ3 Where should the research on Gen AI in Marketing be moving towards RQ4 Why should
academics, industry leaders and policy makers know more about Generative AI in marketing
Source type : Academic articles published in peer reviewed journals
Source quality - Articles indexed in Scopus, Web of Science

Acquisition -Scopus, Web of Science

Search period - Since available to June 2024
Search Keywords - ("generative AI" OR "ChatGPT" OR "GEN AI") AND ("retail" OR "customer satisfaction"
OR "customer relationship" OR "marketing" OR "advertising" OR "service marketing" OR "customer behavior"
OR "customer engagement" OR "sales" OR "brand management" OR "Digital marketing")
Total number of articles returned - 258( Scopus , 119; Wos - 139)

Organization
Organizing Code: Article name, author, year, journal name, impact factor, citations, indexing, publication
type,research type method, research design, analysis type, domain theory, variables, objectives, main theme, sub
theme, findings, limitations future research
Organizing Framework - TC( Theories , Context, Characteristics, Methods)

Purification
Inclusion Criteria: Article must address the application of GenAI in marketing peer reviewed.
Exclusion Criteria: Non peer reviewed articles, conference papers, book chapters,any article which talk only about
AI, articles which are irrelevant to the field of marketing. Articles Included: 54

Evaluation
Analysis Method: Content and Thematic Analysis
Agenda Proposal Method: Guided by the TCCM framework and the best practices and gaps identified in the
review

Reporting
Reporting Conventions: Figures, Tables, Discussions Sources of Support and Limitations: Acknowledged

Arranging

Organization
Organization, in the context of the SPAR-4-SLR framework, refers to creat-ing a workbook that
researchers can use to code the articles identified in the assembling stage. The following codes
were used to establish an Excel Database: article name, author, year, journal name, impact factor,
citations,indexing, publication type, research type, method, research design, analysis type,
domain, theory, variables, objectives, main theme, sub-theme, findings,limitations, and future
research. This information was later utilized to sum-marize findings and generate meaningful
figures and tables. The researchers adopted the TCCM framework proposed by Paul and Rosado-
Serrano(2019), also used by other researchers (Basu et al., 2022; Jain et al., 2023;Massa &
Ladhari, 2023), as the organizing framework of this SLR.

Purification

During this stage, the exclusion and inclusion criteria proposed byJebarajakirthy et al. (2021) and
Paul and Dhiman (2021) were utilized because they are relevant to the research questions of this
study.First, all the duplicate articles were removed among the two data-bases from the compiled
Excel sheet. Next, the researchers excluded all articles that met the following criteria: (1) AI
Researches that is not focusing on GenAI in specific (2) GenAI researches which is purely
technology oriented (3) GenAI researches which is not focusing on the marketing aspects .Based
on these exclusion criteria, the researchers finalized a database consisting of 54 articles for the
SLR (see Table 1).

Assessing

Evaluation

During the evaluation phase of the assessment, the researchers speci-fied the procedures that
were used to analyze the data. The analysis involved two methods: content analysis and thematic
analysis.Through content analysis, the researchers identified bibliometric information, including
the TCCM, journals publishing in the field, and papers with high citation counts. Thematic
analysis was conducted by studying the extracted codes and grouping them into commonthemes.
To achieve synthesis, the researchers identified relationships between the themes and organized
them into a framework. TCCMwas utilized to identify gaps in the research and provide
suggestions for future research.

Reporting

The final substage of the SPAR-4-SLR framework involves presenting the results. The
researchers followed standard procedures for reporting, which involved using tables and figures
to represent the findings.The results were reported in a descriptive format, following the
TCCMand a concept map. The researchers acknowledged the study limita-tions of the study.

Content analysis

In this SLR, the articles were analyzed using the TCCM framework(Paul & Rosado-Serrano,
2019). The TCCM framework allowed the researchers to synthesize the literature on GenAI in
marketing and to begin clarifying the concept of . Furthermore, the researchers read the articles
independently and used the framework to construct the key factors within the articles and how
those key factors contextualize the Gen AI in marketing construct. For each factor,themes were
developed and debated iteratively before being applied to the entire sample. This first phase of
theme development was the basis for the second phase.The second theme development phase
focused on exploring the theories embedded within the literature. For example, all theories were
documented from all literature, and then frequency distribution was used to codify those theories
mentioned more than once in an article. This resulted in seven theories listed as the most and
least used.Then, the researchers explored the original themes and deduced that customer
experience and adoption of GenAI were the two main themes associated with literature, based on
theory used. Finally, using the TCCM framework, an overview of GenAI in marketing is
provided to highlight the TCCM used in the literature. A summary of the Gen AI in marketing
articles is provided showing the distribution among journals, highlighting the publication periods
and citations per article (see Table 1). An illus-tration summarizing the overall findings of this
SLR using the TCCMframework is provided . Later, the researchers also provide a summary of
research characteristics (see Table 3), summary of research methodologies (see Table 4), and
suggestions for future research scopes to enhance the study and contextualiza-tion of Generative
AI in marketing

Theories

Emotion recognition and customer care

Emotion is a state of mental readiness that stems from the cognitive evaluation of events or
thoughts, has a subjective feeling, is accompanied by physiological changes, is often displayed
physically (e.g., through gestures, posture, facial expressions), and may lead to specific actions
to either affirm or manage the emotion, depending on its significance to the individual (Bagozzi
et al., 1999). Roseman (1991) introduced a version of appraisal theories of emotion that, while
generally similar to other major theories, has minor differences. He proposed that specific
combinations of five appraisals determine which of 16 distinct emotions a person will experience
in a given situation. Richins’s (1997) Consumption Emotions Set (CES), which includes 16
descriptors, is attractive because it encompasses most emotional responses encountered in
consumption, and its measures have shown satisfactory reliability, with the exception of
measures for envy, loneliness, peacefulness, and contentment.
The rise of interactive generative AI (GenAI) demonstrates a significant opportunity for
integrating AI into the realm of emotional experiences, particularly in customer care. By
understanding and responding to human emotions, GenAI can transform emotionally charged
interactions. bridges practical application with academic literature in marketing and computer
science to develop an AI-enabled customer care journey. This journey includes accurate emotion
recognition, empathetic responses, emotional management support, and ultimately, the creation
of an emotional connection. Researchers verified the accuracy of emotion recognition using
marketing emotion theories, employing various emotion signals and methods, and enhanced
GenAI’s understanding of emotions through prompt engineering. Researchers personalized
emotion management recommendations using “response engineering” and strategically deployed
GenAI to foster emotional connections and researchers showed that this approach not only
improves customer emotional well-being but also enhances customer lifetime value (Huang &
Rust, 2024).

Model of Social perception, Mind perception,Theory of mind, & Instrumental vs.

Communal Relationship Orientation

Dual Model of Social Perception (Abele et al., 2008; Abele & Wojciszke, 2014) suggests that
people evaluate relationships along two fundamental dimensions: agency (instrumental
orientation) and communion (communal orientation). Researchers apply this model to
consumer-smart object relationships, hypothesizing that consumers can view smart objects either
as tools (instrumental relationships) or as partners (communal relationships). This differentiation
helps in understanding how consumers' perceptions shape their interactions and usage patterns of
smart objects.Mind Perception (Gray et al., 2007; Waytz et al., 2014) involves attributing
human-like mental states, such as intentions and emotions, to non-human entities.Theory of
Mind (Premack & Woodruff, 1978) refers to the ability to attribute mental states to oneself and
others, which is crucial for understanding and predicting behavior.consumers' perceptions of
smart objects' mental states (e.g., as cooperative partners) influence their interactions with these
objects. This theoretical foundation supports the notion that mind perception is integral to
forming and maintaining complex relationships with smart objects.¸ (Abele & Bruckmüller,
2013; Cuddy et al., 2008) theory suggests that relationships can be characterized by either an
instrumental orientation, focusing on independence and control, or a communal orientation,
focusing on interdependence and cooperation. An instrumental orientation towards smart objects
leads to lower levels of mind perception, viewing the object as a mere tool. Conversely, a
communal orientation results in higher levels of mind perception, seeing the object as a
cooperative partner. This theoretical dichotomy helps in exploring how relationship orientation
impacts consumers' emotional and behavioral responses to smart objects.The integration of these
theories with generative AI (GenAI) enhances the understanding of consumer-smart object
relationships. By employing advanced AI techniques, such as machine learning and text analysis,
the research aims to detect and analyze the nuanced language consumers use to describe their
relationships with smart objects. This approach provides a novel methodological lens for
studying unstructured text data and offers insights into how AI can be used to improve consumer
interactions with smart objects.

Choice Overload Effect

Applying choice overload theory to generative AI (Gen AI) reveals both benefits and challenges.
While traditional research highlights the advantages of larger options (Deci & Ryan, 1985;
Taylor, 1989), studies show that too many choices can overwhelm consumers, a phenomenon
known as the choice overload effect (Simon, 1955). Gen AI excels in complex task handling and
decision-making (Shankar, 2018), but providing too many options can lead to decision paralysis
similar to human experiences (Iyengar & Lepper, 2000; Scheibehenne et al., 2010). Moreover,
Gen AI's perceived lack of emotional intelligence (Waytz & Norton, 2014; Castelo et al., 2019)
and algorithm aversion (Dietvorst et al., 2015) can reduce consumer trust. Applications like
ChatGPT by OpenAI mitigate these issues by offering contextually appropriate options,
enhancing decision-making in fields like hospitality (Tussyadiah, 2020) Researchers found that
responded positively to the extensive range of recommendations generated by ChatGPT,
highlighting its advanced data processing and personalization. Traditional recommendation
systems, such as those by humans or OTAs, often cause choice overload with too many options,
overwhelming users. However, ChatGPT avoided these typical overload issues, even when
presenting many choices, suggesting it effectively organizes and filters options. Furthermore,
researchers found people prefer ChatGPT over other recommendation agents, especially when
needing numerous options, likely due to its efficiency, ease of use, and superior ability to cater to
individual preferences.

IS success model and Cognitive absorption theory

The Information Systems (IS) Success Model, developed by DeLone and McLean, originally
included Information Quality (IQ), System Quality (SYQ), Use, User Satisfaction, Individual
Impact, and Organizational Impact to assess an information system's success (DeLone &
McLean, 1992). Later, the model was updated to combine individual and organizational impacts
into "Net Benefits" and introduced Service Quality (SEQ) as a crucial factor (DeLone &
McLean, 2003). In the context of AI chatbots, IQ, SEQ, and SYQ are inseparable and vital for
creating a satisfying user experience, with these quality dimensions being prerequisites for user
satisfaction (Petter et al., 2008).

Cognitive Absorption (CA) Theory, a multidimensional construct including focused immersion,

control, curiosity, temporal dissociation, and gratification, describes the holistic experience of
technology use (Agarwal & Karahanna, 2000). CA is influenced by individual characteristics
such as Self-Efficacy (SE) and Personal Innovativeness in IT (PIIT), acting as an intrinsic
motivator essential for understanding technology adoption behavior, particularly in AI chatbots
in service businesses (Agarwal & Karahanna, 2000; Thatcher et al., 2008). With the rise of AI-
enabled chatbots like ChatGPT, organizations are increasingly adopting these tools to enhance
customer service. Building on the IS Success Model and Cognitive Absorption Theory,
researchers found that system and user characteristics enhance cognitive absorption among users,
with the relationship varying between anthropomorphic (e.g., human-like) and non-
anthropomorphic chatbots.
Algorithm adaptivity and Consumer perception

In computer science, an algorithm is defined as a set of rules that transform an input to an output
(Cormen et al., 2009). A key characteristic that differentiates algorithms is their degree of
adaptivity, which refers to the extent to which they can independently modify their operations
without programmer intervention (Ghahramani, 2015). Low-adaptivity algorithms, also known
as pre-programmed or hardcoded, follow fixed rules and cannot alter their behavior
autonomously (Goodfellow, Bengio, & Courville, 2016; Schmidhuber, 2005). In contrast, high-
adaptivity algorithms, such as artificial neural networks, can adjust their parameters and rules
through self-learning (LeCun, Bengio, & Hinton, 2015). Despite their advanced capabilities,
high-adaptivity algorithms often face consumer skepticism due to concerns over accidents,
misinformation, and their "black box" nature, which makes them difficult to understand and
explain (Rai, 2020; Davenport et al., 2020). Moreover, issues like algorithmic bias, privacy
violations, and lack of transparency further hinder their acceptance (Huang & Rust, 2022; Martin
& Murphy, 2017).Consumers generally favor high-adaptivity algorithms for their creativity,
although this can backfire if the unpredictability is perceived negatively. Researchers have
explores product perceptions based on algorithm adaptivity, highlighting algorithms as a critical
attribute in modern product design. It extends previous algorithm perception literature by
introducing the concept of algorithm-type perception and demonstrating the importance of
disclosing algorithm characteristics to consumers. Researches indicate that creativity in
algorithms is highly valued, and understanding the technical workings of algorithms can shape
consumer perceptions. Researchers also emphasizes the importance of Predictability of
Outcomes Range (POR) in differentiating algorithm-controlled products (Clegg et. al, 2023)

Construal Level Theory

Researchers have examined the application of Construal Level Theory (CLT) to Large Language
Models (LLMs), particularly ChatGPT, focusing on how these models represent information at
different abstraction levels and their impact on evaluations compared to human decision-makers.
CLT, as proposed by Trope and Liberman (2010), revolves around "construals," which are
personal interpretations of the world ranging from low-level, concrete perceptions to high-level,
abstract ideas. Low-level construals deal with tangible, immediate features, while high-level
construals relate to abstract, decontextualized features of events and scenarios, influenced by
psychological distance (Liberman and Trope, 2008). Kim and Duhachek (2020) found that
individuals perceive AI as having low-level construals due to the lack of perceived intention,
making AI recommendations more persuasive when they consist of low-level features.
Researchers find that ChatGPT, lacking grounding and embodied experiences, might lean
towards generating high-level construal responses, influencing its recommendations. ChatGPT
demonstrates a consistent preference for abstract, high-level construals over concrete ones in
interpreting information. This suggests that ChatGPT tends to generalize and focus on broader
concepts rather than specific details (Kim and Duhachek, 2020).Unlike human decision-making,
which can vary significantly in adopting high- or low-level construals based on context and
individual differences (Trope and Liberman, 2010), ChatGPT tends to converge towards a single
mode of abstract interpretation. This reduces diversity in judgments compared to human
cognition (Santurkar et al., 2023). The consistent adoption of high-level construals by ChatGPT
influences its recommendations. It tends to favor product and pricing recommendations aligned
with these high-level interpretations, potentially impacting consumer decisions differently than if
human variability were involved (Irmak et al., 2013).While ChatGPT generally leans towards
high-level construals, there are instances, where it shows a preference for alignable attributes,
resembling low-level construals.Researches found that The abstraction bias observed in
ChatGPT's decision-making has ethical implications. It could lead to less diverse
recommendations and potentially impact ethical decision-making scenarios where the
appropriateness of high- or low-level construals varies (Wood et al., 2013; Pinto et al., 2020).

Stimulus-organism-response perspective

The stimulus-organism-response (SOR) model distinguishes itself from other theories on the
diffusion of innovation by presenting a comprehensive framework for analyzing the factors
influencing the adoption of innovative technology (Hsiao and Tang, 2021; Upadhyay and
Kamble, 2023). Its inherent cause-and-effect structure makes it a favored option among scholars
seeking to delve into technology adoption (Chakraborty et al., 2023). Research integrates
anthropomorphism aspects with the SOR paradigm, revealing the impact of anthropomorphic
stimuli (perceived warmth, communication speed, and perceived competence) on tourists'
cognitive organisms (trust in ChatGPT and attitude towards ChatGPT), which, in turn, influence
their behavioral responses (satisfaction and continuance usage intentions of ChatGPT for travel
services). Studies reveal that trust in ChatGPT is positively influenced by perceived warmth,
communication speed, and perceived competence. Attitude towards ChatGPT is positively
affected by perceived warmth and competence, but not by communication speed. Satisfaction
with ChatGPT is driven by trust and attitude, and in turn, satisfaction positively impacts
continuance usage intention. However, technology anxiety negatively moderates the relationship
between satisfaction and continuance usage intention, indicating that users with higher
technology anxiety may be less likely to continue using ChatGPT even if they are satisfied.
These insights highlight the importance of fostering a perception of warmth, competence, and
prompt communication in enhancing user trust, attitude, and sustained use of ChatGPT, while
addressing technology anxiety is crucial for ensuring continued engagement (Pham et al., 2024).

Contexts

The studies in this SLR examined a variety of contexts; however, the researchers categorized the
contexts using three paradigms: Generative AI and consumer experience 2) Adoption of AI 3)
Metvarse and Influencer marketing 4) Dark side of generative AI and ethical considerations.

Generative AI and Customer experience

The future sales role will involve longer tenure cycles, extensive cross-training, more workplace
flexibility, and increased outbound prospecting efforts. Artificial intelligence enhances baseline
customer experience through service consistency, operational efficiency, and parallel processing,
effectively "raising the floor." In contrast, salespeople "raise the ceiling" by exceeding
expectations with their strengths in relationship building, adaptive creativity, and ethical
considerations (Pappas et.al, 2023).Other studies have analyzed which conversational elements
influence the success of text based dialogues, researchers found that Successful task completion
is marked by users perceiving the chatbot as conversationally skilled and experiencing high
satisfaction. The chatbot should accurately suggest recipes after a brief dialogue, minimizing the
need for extensive user input (Rese et al., 2024). Researchers also found "Cognitive cues" and
"competence" significantly impact recommendation intentions among chatbot users. Conversely,
"peripheral cues" and warmth greatly enhance the positive experiences during the purchase stage.
This underscores the importance of incorporating a "humanness" element in chatbot development
to create more engaging and positive customer experiences (Dwivedi et al., 2023). Integrating
ChatGPT into customer service in the hospitality industry significantly enhances the overall
guest experience by improving employee skills and knowledge, bridging language barriers,
providing valuable recommendations, and boosting productivity and workflow management.
ChatGPT offers instant access to information and training for staff, supports multilingual
communication for international guests, and delivers personalized recommendations for dining,
activities, and local attractions. Additionally, by automating routine inquiries and tasks,
ChatGPT enables staff to focus on more complex interactions, ultimately contributing to a more
efficient and guest-centered service environment (Limna et al., 2023). Research shows that when
brands adopt Generative AI (GenAI), it can lead to negative attitudes and behaviors from
followers. These adverse effects are influenced by followers' perceptions of the brand's
authenticity and can be sparked by revealing the use of GenAI. However, the negative reactions
are lessened if GenAI is used to support humans in creating content instead of fully automating
the process (Brüns et al., 2024).

Adoption of Generative AI

Research indicates that anthropomorphic stimuli—such as perceived warmth, communication

speed, and perceived competence—affect customers' cognitive perceptions, specifically their
trust in and attitude towards ChatGPT. These cognitive factors influence their behavioral
responses, including satisfaction and the intention to continue using ChatGPT for travel services.
It also reveals that technology anxiety negatively moderates the relationship between satisfaction
and the intention to continue using ChatGPT (Pham et al., 2024). Researchers also identify social
influence and perceived value as pivotal external factors that stimulate customers' perceptions of
trust and expertise in ChatGPT's travel information. These factors influence both the cognitive
process, where customers evaluate the reliability and competence of ChatGPT, and the
psychological process, where they engage in parasocial interactions with the AI. Together, these
perceptions shape customers' intentions to adopt ChatGPT for services and ultimately influence
their behaviors in using the technology ( Xu et al., 2024). It is also found that Habit and hedonic
motivation are crucial in shaping sales executives' attitudes towards generative AI, with routine
use and excitement increasing perceived ease and usefulness. Age plays a significant role in
adoption, as younger executives see generative AI as advantageous for their image, while older
executives tend to be more skeptical and resistant. Social influence, although not directly
impacting adoption, affects perceived usefulness. Additionally, facilitating conditions, like
infrastructural readiness, influence ease of use perceptions and thereby the likelihood of
executives adopting generative AI ( Das et al., 2024)
Generative AI Metaverse and Influencer marketing

Metaverse refers to a created world, in which people can “live” under the rules defined by the
creator (Farjami et al., 2011; Kye et al., 2021). Generative AI significantly enhances the
metaverse in different ways. It allows architects to rapidly create complex structures, intricate
interiors, and advanced materials, improving design efficiency and innovation (Castelli &
Manzoni, 2022; Ghannad & Lee, 2022). In gaming, generative AI generates dynamic content,
realistic non-player characters (NPCs), and personalized gameplay, boosting player engagement
and immersion (Machado et al., 2021; Huang et al., 2021; Dobre et al., 2022). It also enables
multilingual translation, facilitating seamless communication across different languages, which
is crucial for global collaboration (Razumovskaia et al., 2022; Chakravarthi et al., 2021).
Advanced models like GPT-3 and DALL-E showcase the potential of generative AI to produce
human-like text and creative visuals from descriptions (Barnes, 2022; Ye & Wang, 2022).
Research indicates that users recognize the metaverse as a valuable technology for virtually
assisting conferences and meetings. The most significant predictors of behavioral intention
regarding the use of the metaverse for these purposes include performance expectancy, social
influence, and a lack of anxiety (Montes et al., 2023).

Another area of focus of GenAI in marketing is virtual influencer marketing. GenAI plays a
major role in influencer marketing, research shows that the presence of virtual influencers'
product usage behavior significantly enhances perceptions of their competence, leading to more
positive consumer reactions. However, this effect diminishes when the virtual influencers are
anime-like or when the content includes explanations of the algorithms behind the
recommendations (Yang et al., 2024). Researchers have also identified that in the case of virtual
influencers Interactivity is crucial for compliance, while empathy, competence, and fairness
drive identification, and relatedness supports internalization. Behavior adoption depends on
social pressure or intrinsic satisfaction, with purchase intention influenced by compliance,
internalization, and identification (Davlembayeva et al., 2024)

Dark side of Generative AI

Research indicates that AI is emerging as a significant actor within B2B networks, but it also
brings dark force consequences such as algorithmic gatekeeping, leading to dehumanization
effects and increased resource costs due to its reliance on extensive datasets (Keegan et al.,
2023). Additionally, the lack of accountability in AI marketing solutions fosters opportunistic
behaviors, compromising actor relationships. Furthermore, studies reveal that disclosing the
presence of AI agents results in a higher propensity for consumers to engage in unethical
behavior compared to scenarios where AI agents remain undisclosed (Li et al.,
2024).Researchers also identified a few darksiders like information misuse, lack of emotion,
information bias, lack of responsibility as few other dark sides of GenAI.

Characteristics

TABLE 3 Analysis of Characteristics

Author and Year Variables used Themes of Characteristics

 Intrinsic motivation,Perceived
Zhang et al., Consumer Behavior
behavioral control,Competence,
2023, Kovács,
Autonomy,Relatedness,Subjective
2024.
norm, Consumer behavior

Li et al., 2024 Customer behavior and Adoption Customer behavior and Adoption

Demir et al, 2023 Service individualization, Service

internalization, Service value co-
creation, Customer service, Social
influence, Perceived value, Perceived
trust and perceived expertise, Self
Ferraro et al, efficacy and satisfaction,
2024,Xu et al., Personalization, Customer
2024, Jo, experience,Value co-creation, Value co-
2024,Dwivedi et destruction, Customer experience, Customer Experience and
al., 2023, Dogry Customization, Communication flow , Satisfaction
et al., 2023, Wong Customer satisfaction, Perceived
et al., 2023,Kim et accuracy, recommendation Satisfaction,
al., 2023,Limma Customer experience, Skills, customer
et al., 2023,Huang emotional well-being and customer
& Rust, 2024, lifetime value, Algorithmic bias,
Krishner, 2024, desirability, feasibility, consumer
Pham et al., 20 evaluation, Attitude, perceived
warmth,perceived competence,
Communication speed,Technology
anxiety,continuance usage intention,

Employee perception, Job security,

Lu et al., 2024.
Perceived Risk, perceived security Employee and Organizational
Factors

Freitas et al., 2023 Mental health Health and Well-being

Schreier et al., Creativity, innovation,productivity, job Innovation and Creativity

2023, Mariani et satisfaction, Innovation , creativity,
al, 2024, Singh et Environmental dynamism,exploitative
al., 2024, A innovation,exploratory innovation,
Cimino, 2024, organizational performance, ethical
Sadiq et al., 2023 dilemma, Innovation, Innovation and
 Sustainable consumerism
Productivity, efficiency, Efficiency,
Carvalho et al., Gen AI adoption, Organizational
2024,Wamba et learning, Productivity, experience and
al., 2023, Kar et productivity, Perceived performance, Productivity and Efficiency
a., 2023, Chang et Enhanced efficiency and production,
al., 2024, wi et al., Improved communication, Understand,
2024, Haddud, and cooperation, Increased social
2024. equalization and harmony, Process
efficiency and customer satisfaction

Rese et al.,2024,
Task completion and perceived
Kim et al., 2023, Technology Adoption and Usage
conversational ability, Technology
Duong et al.,
usage experience and Intention to use,
2024., Aviram et
Adoption, Competition and Adoption
al., 2024

Kim et al., 2024, Perceived trustworthiness, acceptance of Trust, Credibility, and Usefulness
Camilleri, 2024, and satisfaction with ChatGPT’s
Chakraborty et al., recommendations, Information quality,
2024.,Hoffmann source trustworthiness, performance
et al., 2024,Li et expectancy, effort expectancy,Perceived
al., Interaction Quality,Perceived
2024,Retkowsky Credibility,Perceived Inertia,Perceived
et al., Threat, Perceived Regret Avoidance,
2024,Mustak et Perceived Attitude towards Generative
al., 2023.,Powers AI chatbots, Perceived Trust towards
et al., OGS using Generative AI chatbots,
2023,Sivathanu, Convenient and Personalized
et al., 2022.,Lim Assistance, Privacy and Security
et al., 2024, Ali et Concerns, Dependency and Decision-
al., 2023, Niu et Making Apprehension, Communication
al., 2024 quality, personalization,
anthropomorphism, cognitive and
emotional trust (ET), loyalty and
intention, Affordance and Drawbacks,
Marketplace deceptions, Opportunities,
perceptions of source credibility,
Purchase intention,Information
manipulation tactics, Personalization
and perceived trust. Perceived
deception, customers' online shopping
 intention, and cognitive load,Consumer
perceptions of credibility and
trustworthiness, and their self-efficacy
in relation to purchasing
Information quality, Perceived
usefulness, Coolness, Technology
affinity, Post human ability

The above table shows the characteristics analysis of the shortlisted 50 articles related to the
domain of GenAI in marketing. It can be seen that the following themes emerged while
analyzing the variables Customer Experience and Satisfaction,Productivity and Efficiency:,
Innovation and Creativity, Trust, Credibility, and Usefulness, Technology Adoption and Usage,
Employee and Organizational Factors, Consumer Behavior, Health and Well-being. The
variables the author details year of publications are analyzed and the detailed analysis is provided
in the table.

M
ethods

TABLE 4 Analysis of methods used

Methods
Count of articles
Research design
Qualitative
Content analysis 18
In-depth interview 5
Case study 0
Focus group 5
Quantitative
Survey 6
Experiment 2
Experiment and survey 7
Mixed methods 4
In-depth interview and survey 2
Focus group and survey 3
In-depth interview and experiment 1
 Questionnaire survey 8
Sample
Travelers 6
Teenagers 1
Individuals in hospitality industry 1
Top Managers 3
Gen AI users 12
Corporate employees 3
Operations and supply chain management 1
other 8
Data analysis
Frequency distribution 2
Analysis of variance (ANOVA) 3
Post hoc comparisons 0
Chi-square test 1
T-Test 2
Pearson product moment correlation 0
Multiple regression analysis 2
Fisher's z transformation 0
Hotelling's T-square analysis 0
MANOVA 1
Principal component factor analysis 1
Exploratory Factor Analysis 3
likert scale analysis 2
Structural Equation Modeling 13

The above table analyzes the frequency of the various methods used in the shortlisted 54
articles. It can be seen that a very good number of articles uses qualitative methods and they have
employed structural equation modeling for data analysis. It can be seen that the GenAI research
can be widely seen in tourism and hospitality marketing. Some authors also tried Mixes
methodologies also

Future research Directions

TABLE 5 Existing Theoretical analysis and research questions raised by authors

Theoretical
Themes Research questions for future studies
perspectives
 How Generative AI based strategic marketing
models can help in prompt-response paradigm
for customer care(Huang and Rust, 2024)
Gauge the overall and stagewise performance
Emotion recognition
of customer care using evaluation metric
theory
parameters like emotion recognition, empathy
Using Generative AI for for emotion understanding, helpfulness for
empathetic customer care emotion management and emotional
connection (Huang and Rust, 2024)

Evaluate the pre purchase and post purchase

Elaboration likelihood opinions of customers which will provide a
model more holistic view about the humanness of
chatbots(YK Dwivedi et al, 2023 )
whether digital governance affect human
emotions positively or negatively (M Hanisch
et al, 2023)

Digital era and electronic Limits of digital control and programmability

delivery of information and Social cognitive theory of inter organizational process (M Hanisch et
services al, 2023)

How digital control influence social and

creative tasks in organizations (M Hanisch et
al, 2023)
What are the psychological aspects and
Choice overload theory influencing factors of accepting generative AI
recommendations (J Kim et al, 2023)
The moderating role of individual differences
by generative AI(J Kim et al, 2023)
How important is the human touch in service
Concerns of using Technology acceptance
delivery v/s use of generative AI (Kunz, W.H.
generative AI Model
& Wirtz, J. , 2024)
What are the implications for the organization
Affinity Theory & if the middle management is disappearing in
Coolness Theory future with the use of generative AI (Kunz,
W.H. & Wirtz, J. , 2024)
The importance of regulating non - medical
companion AI apps that deploy generative AI
since the edge cases arising from this

Biases in the usage of Dynamic
generative AI tools Theory
Construct level theory
Customer satisfaction using Cognitive
generative AI theory
Human skills impacted by User
generative AI theory/model
Generative AI in improving Dynamic
supply chain efficiencies Theory
Generative AI in marketing
Cognitive load theory
practice
technology may be health relevant(J De
Freitas et al, 2022)
what are the implications for intellectual
property protection for the information
generated by generative AI(R. Peres et al,
2023)
What algorithmic bias management
Capability
capabilities are drivers of customer equity( S
Akter et al, 2023)
How framing of questions impact the
abstraction bias and explore its potential
implications on recommendations for ethical
dilemmas( SN Kirshner , 2024 )
How an abstraction bias from Large Language
Models(LLMs) impact organizational
decisions and behavior( SN Kirshner , 2024 )
Investigate the potential of service robots to
appraisal improve customer engagement and
participation in embarrassing situations in
different countries (M Borghi et al, 2023)
How Generative AI lead to changes in hiring
interaction
requirements of candidates(V Giordano et al,
2024)
How analytical AI solutions can explore
Capability meaningful patterns and enhance service
productivity by providing customized
solutions ( S Akter et al, 2024)
Under what conditions can
GenAI tools help democratize
marketing, business, and cultural activities
more broadly?(R. Peres et al, 2023)
How can GenAI help to accelerate existing
marketing
strategies (e.g., mass customization,
crowdsourcing)
and how can it engender new
ones?(R. Peres et al, 2023)
Future research directions related to Theories

Table shows the themes, theories and the future research directions given by authors of the
respective articles.it is seen that multiple articles are dealing with the decision making and
choices for the customers. One future research direction which researchers can explore is how
the customers' goals affect the choice overload due to using generative AI. Future research also
can examine how customer goal related factors like purchase quantity, effort minimization,and
decision accuracy influence customer decision process while using Generative AI.Future
researchers can also examine the affective state of customer on choice overload while using
generative AI. Future research can examine emotions as antecedent and consequence of choice
overload due to the usage of Generative AI.Future research also can investigate how individual
factors affect the choice overload due to the usage of GenAI. When analyzing the construal level
theory one possible future research avenue is the effect of GenAI in delivering long term
messages and short term messages. Cognitive appraisal theory is also applied and future research
can be focused on the contexts where desired and undesired events caused by generative AI and
the customer and its effect on customer emotions ( guilt, anger, pride and gratitude) and further
the decision making extensiveness of the customer can be studied. Research related to stimulus
organism response in generative AI can be combined with . Kelman’s (1958) social influence
theory postulates humans are likely to change their behavior and accept influence from their
perceived social in-group. In the S-O-R framework, social influence can be regarded as
amplifying or dampening the effects of the cognitive and affective states on the behavioral
response (Bastian et al., 2012; Neal and Chartrand, 2011). In the case of Algorithm adaptivity
and Consumer perception future research direction can be focused on how the adaptive capacity
of the GenAI can increase the perceived humanness of the interface and how it affects the
purchase intention of the customer. Another promising research direction is the effect of
algorithmic adaptivity on consumer emotions.Focusing on the dynamic capability theory future
research can be aimed at the impact of GenAI on various modes of dynamic capability:
leveraging existing resources, creating new resources, accessing external resources, and releasing
resources. The effect of Gen AI on product specific vs fungible resources.The role of GenAI in
creation of new resources and combining it to form new competencies. How GenAI also can help
accessing external resources and how GenAI can help organizations in altering resources by
replacing existing technology and workforce can be studied in future. Another future research
direction is the effect of GenAI enabled products on collness perception of customers in group
and the effect of GenAI enabled products on customer perception of ideal self vs actual
self .Generative. In addition to the above theories mentioned, future research in GenAI can be
self expansion theory, Diffusion of innovation theory, self service technology adoption theory,
job replacement theory and Optimal Distinctiveness Theory.

Future research directions related to Contexts

Generative AI and Customer experience

Schmitt (1999) proposes a modular conceptualization of the concept of Customer Experience.

Specifically, Schmitt identifies five Strategic Experiential Modules: sensory experiences (sense);
affective experiences (feel); creative cognitive experiences (think); physical experiences,
behaviors and lifestyle (act); and social-identity experiences that result from relating to a
reference group or culture (relate). GenerativeAI customer experiences can be analyzed in the
above multi dimensions and researchers can propose a comprehensive model of GenAI customer
experience. Future research can bring a sound conceptualization of GenAI customer
experience.The scope and contexts of GenAI customer experience also needs to be analyzed.
Roles of different types of resources, skills, competencies, various actors, internet and
technology in management of total GenAI customer experience should also be investigated.
Industry practices for GenAI customer experience management can be studied, documented and
validated for theory development.Researches should also identify or develop metrics for
measuring the effect of Gen AI customer experience practices on financial performance of the
firm.GenAI customer experience can also contribute to the societal well being of the customers
so future research directions can focus on how GenAI based customer experience can contribute
to happiness, quality of life, health and longevity of customers.Future research should also
determine how GenAI customer experience explains and influences important marketing
outcomes such as market share, share of wallet and ultimately profitability.

Adoption of Generative AI

The researchers have extensively researched about the adoption of GenAI, future research can
focus on the pre consumption and post consumption beliefs of Gen AI adoption. One important
area of research is the social considerations which needs to be taken care before organizations
adopt GenAI. In order to adopt GenAI an organization has to assure people readiness which in
turn require knowledge and social capital, both may lead to innovation (P´erez-Luno, ˜ Medina,
Lavado, & Rodríguez, 2011), future research can focus on social capital and GenAI innovation.

Generative AI, Metaverse and Influencer marketing

Another area which needs to be explored is how Human based avatars and GenAI based avatars
can collaborate in metaverse platforms and how GenAI is providing opportunities within
metaverse for achieving sustainability. It can be seen that several sports can be played through
metaverse, while adding GenAI capacity to metaverse, future research can be focused on how
this integration enhances the real life performance of the players. Another way which Gen AI can
contribute to the metaverse is that researchers can focus on how GenAI contributes to team
working in the metaverse by providing creative ideas and choices. Future research also can focus
on how Gen AI improves the customer experience in metaverse and How Gen AI human co
creation is happening in metaverse.Another important concept which can be analyzed in the
context of metaverse is the flow of customers in metaverse, future research must focus on how
GenAI integration affect the customer flow in metaverse and its effect on creativity, satisfaction
and performance of the customers in metaverse.

Dark side of Generative AI

One future research direction is the role of deep fakes, its positive and negative side in marketing
and how companies can take necessary precautions to avoid the consequences of deep fakes.
Another key aspect of the Dark side of GenAI is the algorithmic bias associated with GenAI.
How marketers can account for this bias and how this algorithmic bias of GenAI affects the
customer journey needs to be analyzed and how GenAI bias results in discrimination (in hiring,
access to loans, health care etc)Future research must focus on how marketers can overcome such
discriminations . One important aspect which needs to be analyzed is how companies mitigate
the loss of skills due to the implementation of GenAI. Another important topic is to what extent
GenAI can be powerful in an organization, because when AI gets more power it can make
decisions which lack empathy and emotions. How marketers can implement explainable GenAI
in which autonomous systems should be able to explain their motives and actions in service
encounters, which can result in gaining customer trust.

Future research directions related toCharacteristics

The future research can start focusing on the aspects of how usage of GenAI is contributing to
customer emotions, how it affects the behavior of the customer, how it affects the satisfaction of
the customer , ultimately the consumer well being angle also can be explored more. Another
interesting area of research is connecting anthropomorphism of the GenAI interface and
consumer acceptance of the technology. Researches can also focus on the aspect of how GenAI
strengthens and weekend the customer brand relationship. Another promising area of research is
how GenAI is contributing to the B2B relationship, factors responsible for B2B adoption, how
companies are giving weightage to the decision made by GenAI vs humans. Another interesting
area of research is the skills required by consumers to adopt Gen AI based technologies, how
employees and consumers can upskill and deskill themselves for GenAI adoption. The research
also can focus on the unintended positiv e effects as well as negative effects of Gen AI adoption.

Future research directions related to Methods

Future research should employ longitudinal methods to analyze shifts in strategies necessary for
accommodating Gen AI in marketing. A more holistic perspective can be gained by broadening
the adoption of mixed-methods approaches (Biswas et al., 2018; Bragança et al., 2018).
Experimental designs, such as pretest and posttest designs or randomized control trials, should be
used more frequently to assess the effectiveness of Gen AI in marketing and its impact on
customer engagement and satisfaction (Miller, 1982; Wu et al., 2021).

In data analysis, advanced techniques like machine learning, and longitudinal data analysis can
better understand the complex relationships among variables related to Gen AI in marketing and
user experience. These methods can identify success factors and potential barriers to Gen AI
adoption. Involving customers in the research process, from study design to evaluation, is crucial
to accurately represent their needs and perspectives (McBee-Black & Ha-Brookshire, 2018;
Radvan, 2013). This could involve participatory action research or community-based
participatory research methods, where customers act as collaborators.

Lastly, interdisciplinary collaborations among researchers, marketers, technology developers,

and industry partners (McBee-Black, 2021; McBee-Black & Ha-Brookshire, 2022) can drive the
development of innovative and practical Gen AI solutions tailored to specific marketing needs

Conclusion
In conclusion, this systematic literature review has utilized the TCCM framework—Theories,
Contexts, Characteristics, and Methods—to comprehensively explore the integration of
Generative AI (Gen AI) within marketing practices. The review has synthesized findings from a
diverse range of studies, highlighting key theoretical foundations, contextual factors,
technological characteristics, and methodological approaches shaping the landscape of Gen AI in
marketing. This review will help academicians and industrial practitioners and policymakers to
further develop and clarify the role of GenAI in marketing.

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