Chapter 15 – Generative AI and the Future of Marketing

Learning Outcomes

After completing this chapter, learners will be able to:

Explain how generative artificial intelligence (AI) enhances marketing strategy, customer experience, and operational efficiency across global markets.
Differentiate among key types of AI systems and evaluate their applications within the marketing lifecycle, including research, segmentation, content creation, and analytics.
Analyze the opportunities and risks associated with integrating AI into brand management, personalization, and customer engagement.
Apply generative AI principles to improve decision-making, campaign development, content workflows, and experimentation processes.
Assess ethical, regulatory, and governance considerations required to implement AI responsibly and sustainably in diverse cultural and organizational contexts.