This article explores the potential of generative artificial intelligence (AI) to enhance corporate marketing effectiveness. Based on a systematic literature review and thematic analysis, the study demonstrates how AI has fundamentally transformed essential marketing processes such as predictive analytics, hyper-personalization, and user experience optimization. Nonetheless, the central role in shaping marketing strategies, safeguarding brand identity, and executing creative tasks—such as designing concepts, aesthetics, and logos—is projected to remain firmly anchored in the purview of skilled marketers. Consequently, the demands placed on marketers' skills will grow substantially in tandem with increasingly sophisticated technological advancements. The proposed integrative framework aims to equip practitioners with a comprehensive understanding of AI's potential, enabling them to responsibly and effectively incorporate AI into their marketing activities.
Natal'ya Diesperova (2025) studied this question.