The role of gen AI in enhancing creativity and efficiency in content marketing creation: Scoping review and future insights

Abstract

This study examines the role of Generative AI (Gen AI) in digital marketing content creation across various formats, such as text, images, videos, programming, and data analysis. It highlights the creative potential and efficiency of AI-generated content while also addressing the challenges that come with its use in marketing. Insights are drawn from a review of marketing studies conducted between 2021 and 2024. The findings reveal that Gen AI can generate innovative marketing ideas, automate content production, and enhance existing materials. It enables hyper-personalization by analyzing vast amounts of data to tailor content to individual preferences and behaviors. However, the study also points out significant challenges, including contextual understanding, data privacy, ethical concerns, limitations in creativity, over-reliance on AI, and maintaining brand voice consistency. Looking to the future, the research outlines key scenarios, such as improved collaboration between humans and AI, a rise in voice and visual content, the development of dynamic content, and a stronger focus on ethical AI practices. It also suggests that AI-driven insights will significantly influence the future of digital marketing, potentially incorporating mind-reading techniques across devices to enhance user experiences and digital content.