Transformative role of generative AI in marketing content creation and brand engagement strategies

Kujore, Victoria and Adebayo, Aderonke and Sambakiu, Oluwabukola and Segbenu, Balogun Segun (2025) Transformative role of generative AI in marketing content creation and brand engagement strategies. GSC Advanced Research and Reviews, 23 (3). 001-011. ISSN 2582-4597

Generative AI has emerged as a pivotal force reshaping the marketing landscape by revolutionizing content creation and customer engagement mechanisms. This research article examines how AI-driven tools are transforming traditional marketing approaches by enabling personalization at scale, enhancing creative workflows, and redefining brand-consumer interactions. The integration of generative AI technologies like large language models, image generators, and predictive analytics has fundamentally altered how marketers conceptualize, create, and distribute content across digital channels. Our analysis reveals that organizations implementing generative AI solutions report significant improvements in content production efficiency, creative output quality, and consumer engagement metrics. However, this technological shift introduces complex challenges related to content authenticity, brand voice consistency, and ethical considerations that marketers must navigate carefully. This research synthesizes current implementation strategies, identifies emerging best practices, and explores future directions for generative AI applications in marketing, providing a comprehensive framework for understanding this rapidly evolving technological intersection that is redefining the boundaries of marketing capabilities and consumer relationships.