The Effect of Generative AI on Marketing: A two-sided perspective of customers and firms

This study examines the impact of Generative AI (GenAI) on marketing, focusing on its effects on firms and consumers. Using a systematic literature review, it explores how GenAI transforms marketing strategies, influences consumer behavior, and raises ethical concerns. By analyzing existing research, the study provides insights into leveraging GenAI for effective and ethical marketing practices, addressing gaps in current understanding and proposing directions for future research.