Impact of Generative AI Technologies on Consumer Engagement and Digital Marketing
DOI:
https://doi.org/10.68337/cpsm.v1.i2.2026-035Keywords:
Generative AI, consumer engagement, digital marketing, personalization, AI-generated contentAbstract
Generative artificial intelligence (AI) has reshaped digital marketing through automated content creation, personalization, and improved interaction with customers. This paper examines how the emergence of generative AI technologies affects consumer behavior and marketing effectiveness, through a systematic review of articles published between 2021 and 2025. The findings indicate that AI-based personalization, real-time communication, and automated content creation increase consumer engagement, satisfaction, and conversion rates. These gains come with challenges of trust, ethics, and the authenticity of content. The study synthesizes the research findings into a framework of how generative AI can be used in modern digital marketing.
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