Author(s): Chandan Thakur
Generative Artificial Intelligence (Gen AI) has quickly become a transformative force in marketing, greatly shaping consumer experiences and behavioral responses. Despite its increasing importance, scholarly investigation of this area remains limited. To address this gap, the author systematically reviewed 139 research articles from Scopus and other peer-reviewed sources, selected using specific keywords and strict inclusion and exclusion criteria. This study uses the SPAR-4-SLR Protocol, and the Theory-Context-Construct-Methods (TCCM) framework proposed by Paul and Rosado-Serrano (2019) to analyze the literature. A bibliometric analysis with Bibliometrix-R identifies leading contributors, key journals, influential countries, and thematic trends in the field. The review details the theoretical foundations, contextual settings (countries and industries), constructs (key variables), and methodological approaches employed in studies on the impact of Gen AI since its mainstream debut in November 2022. It also provides a comprehensive conceptual framework that illustrates the relationships among independent, mediating, moderating, and dependent variables, derived from existing literature. This model provides a new perspective and advances the theoretical understanding of Gen AI’s role in consumer behavior research. Practical implications are also discussed for marketing professionals aiming to leverage Gen AI to enhance customer engagement. Ultimately, the review highlights promising directions for future research, serving as a foundational resource for academics and practitioners seeking to explore and contribute to this emerging field.