Journal of Global Marketing

Generative AI in Global Marketing: Opportunities, Challenges, and Ethical Frontiers

With the advent of generative AI, the landscape of global marketing is fundamentally redefined with transformative opportunities and unseen challenges. Generative AI-based transformations range from technology adoption to consumer behavior, strategy formulation, and ethics (Gupta et al., 2024; Sigala et al., 2024; Tafesse & Wien, 2024). For instance, generative AI has changed how brands interact with customers, generate content, and adapt to situations in real time. Moreover, generative AI’s abilities, such as data-powered decision-making, adaptive content creation, and real-time customer interaction, allow organizations to customize, innovate, and create workflows at scale (Kshetri et al., 2024). These evolutionary changes are vital to observe in cases of global marketing where businesses operate with diverse customers, cultures, and regulations (Gupta et al., 2024).

Generative AI’s capabilities to analyze large datasets and generate contextual and high-quality content also offer significant implications for global branding, consumer behavior, and strategic management. Generative AI enables brands to customize campaigns toward specific target audiences, improve customer interactions through automation, and streamline marketing strategies in dynamic global markets (Law et al., 2024). Not integrating and adapting to generative AI in marketing will lead to inefficiencies, irrelevance, and loss of competitive advantage (Vrontis et al., 2024). However, where this revolutionary technology brings brand opportunities, it also opens ethical issues and challenges (Sarstedt et al., 2024; Jürgensmeier & Skiera, 2024).

There is a need to critically examine ethical issues such as data privacy, misinformation, and manipulation, which can destroy customer trust and brand equity if not tackled with integrity (Sarstedt et al., 2024; Sigala et al., 2024). With the integration of generative AI into global marketing strategy, firms may have to make a trade-off between productivity and innovations and ethical responsibility (Jürgensmeier & Skiera, 2024). Moreover, firms may face challenges related to balancing automation and human interventions when they adopt generative AI. Thus, there is need for comprehensive understanding of how generative AI can be integrated into global marketing to foster ethical practices in dynamic international environments (Vrontis et al., 2024).

This special issue aims to address all these issues related to the association between generative AI and global marketing. This issue will contribute to theory and practice by addressing strategic, operational and ethical dilemmas pertaining to generative AI and global marketing. Hence, this special issue includes a range of themes on the interplay between generative AI and global marketing.

Proposed Themes for the Special Issue

Theme-1: Generative AI integration with, and strategic transformation of, global marketing

It is a fact that generative AI is transforming strategic management by providing businesses with advanced tools to analyze data, predict trends, and make informed decisions. By leveraging generative AI, companies can automate complex processes, such as market analysis, financial forecasting, and risk assessment, allowing managers to focus on strategic planning and innovation (Gupta et al., 2014; Albu et al., 2024). This technology enables organizations to create detailed simulations and scenarios, helping them to anticipate potential challenges and opportunities. Additionally, generative AI can enhance decision-making by providing real-time insights and recommendations, ensuring strategies align with the latest market dynamics. As a result, businesses can achieve greater agility, efficiency, and competitiveness in an ever-evolving global market. In the digital era, generative AI transforms global marketing by enabling enterprises to produce personalized and engaging content at scale (Etemad, 2024). By incorporating generative AI into their marketing strategies, companies can automate the creation of advertisements, social media posts, and other marketing materials, ensuring that they are tailored to individual consumer preferences and behaviors. This strategic transformation leads to more efficient and effective marketing campaigns, as AI-driven insights identify trends and optimize content in real-time (Wahid et al., 2023; Tafesse & Wien, 2024). Furthermore, generative AI enhances customer experiences by providing interactive and immersive content, such as virtual try-ons or personalized product recommendations. Consequently, businesses can achieve higher engagement rates, improved customer satisfaction, and increased revenue.

Keywords: generative AI; strategy; business transformation; global marketing

Theme-2: Generative AI & strategic management in global marketing

Marketers benefit from different applications of generative AI that enable businesses to analyze large volumes of data and generate insights for global marketing. By using generative AI, companies can automate data analysis, identifying trends and patterns that may be missed by human analysts. This assists marketers in making informed decisions and optimizing their strategies promptly (Doshi et al., 2024; Sun et al., 2024). Generative AI also develops predictive models to forecast consumer behavior, helping businesses anticipate market changes and adjust their campaigns. Furthermore, generative AI can customize marketing content based on data-driven insights, ensuring messages are tailored to individual consumers (Lee et al., 2024). Consequently, businesses can achieve higher engagement rates, better customer satisfaction, and increased revenue.

Keywords: generative AI; strategic management; customer engagement; customer satisfaction

Theme-3: Generative AI for personalization in global marketing

Generative AI-driven hyper-personalization, individual product recommendations, dynamic marketing communications in customer satisfaction in global markets. Chatbots and virtual assistants for global personalized customer service (Jürgensmeier & Skiera, 2024; Kumar et al., 2024). Generative AI is revolutionizing personalization in global marketing by enabling businesses to create highly tailored content for individual consumers. By leveraging generative AI, companies can analyze vast amounts of data to understand consumer preferences, behaviors, and trends (Chakraborty et al., 2023). This allows businesses to automate personalized advertisements, social media posts, and other marketing materials that resonate with each consumer personally. Generative AI can also dynamically adjust content in real-time based on user interactions, ensuring that the marketing message remains relevant and engaging (Vrontis et al., 2024; Grewal et al., 2024). As a result, businesses can enhance customer experiences, foster stronger brand loyalty, and drive higher conversion rates, ultimately leading to increased revenue and market share.

Generative AI's ability to process and analyze large datasets quickly and accurately is a game-changer for marketers. It can identify subtle patterns and correlations in consumer data that human analysts might miss. This deep understanding of consumer behavior enables businesses to create more effective marketing strategies and deliver content that truly resonates with their audience. For example, generative AI can analyze a consumer's past purchase history, browsing behavior, and social media activity to create personalized product recommendations and targeted advertisements. This level of personalization not only increases the likelihood of conversion but also enhances the overall customer experience.

Moreover, generative AI can continuously learn and adapt to changing consumer preferences and market trends. By constantly analyzing new data and updating its models, generative AI ensures that marketing strategies remain relevant and effective. This adaptability is particularly valuable in today's fast-paced digital landscape, where consumer preferences and market conditions can change rapidly (Bhatnagar et al., 2024). Businesses that leverage generative AI for personalization can stay ahead of the competition by quickly responding to these changes and delivering timely, relevant content to their audience.

In addition to improving marketing effectiveness, generative AI can help businesses optimize their marketing budgets. By identifying the most effective channels, messages, and strategies for reaching their target audience, generative AI can help companies to allocate their resources more efficiently and achieve better results with less investment (Kshetri et al., 2024; Nadeem, 2024). This can lead to significant cost savings and a higher return on investment for marketing campaigns.

Overall, generative AI transforms personalization in global marketing by enabling businesses to create more relevant, engaging, and effective marketing content (Mayahi & Vidrih, 2022). By leveraging the power of generative AI, companies can enhance customer experiences, build stronger brand loyalty, and drive higher conversion rates, ultimately leading to increased revenue and market share.

Keywords: generative AI; personalization; global marketing; revenue; business optimization

Theme-4: Generative AI & global marketing performance

Generative AI improves global marketing performance and other initiatives by enabling businesses to analyze vast amounts of data and generate actionable insights. By leveraging generative AI, companies can automate the process of data analysis, identifying trends and patterns that would be difficult for humans to detect (Law et al., 2024; Limantara, 2024). This allows marketers to make informed decisions and optimize their strategies in real time. Generative AI can also create predictive models that forecast consumer behavior, enabling businesses to anticipate market changes and adjust their campaigns accordingly (Sarstedt et al., 2024). Additionally, generative AI can personalize marketing content based on data-driven insights, ensuring that messages resonate with individual consumers. As a result, businesses can achieve higher engagement rates, improved customer satisfaction, increased revenue, and track key performance indicators (KPIs).

Keywords: marketing performance; organization strategy; predictive models; customer behavior; campaigns

Theme 5: Generative AI and consumer dynamics and ethical considerations in global markets

Generative AI is transforming the understanding and management of customer dynamics in global marketing. By leveraging generative AI, businesses can analyze vast amounts of customer data to uncover patterns and trends that were previously difficult to detect. This allows companies to gain deeper insights into customer preferences, behaviors, and needs. With these insights, businesses can create highly personalized marketing strategies that resonate with individual customers, enhancing engagement and loyalty (Sigala et al., 2024). Generative AI can also predict future customer behaviors, enabling companies to anticipate changes in the market and adjust their strategies accordingly. This proactive approach helps businesses stay ahead of the competition and meet the evolving demands of their customers (Wahid et al., 2023). Additionally, generative AI can facilitate real-time customer interactions, providing instant responses and personalized recommendations, further enhancing the customer experience (Chakraborty et al., 2023). Overall, the integration of generative AI in understanding customer dynamics leads to more effective marketing strategies, improved customer satisfaction, and increased business growth.

Generative AI brings immense potential and opportunities, but it also raises significant ethical concerns. As AI systems become increasingly capable of creating human-like content, such as text, images, and audio, it is crucial to address the ethical implications of their use (Vrontis et al., 2024; Grewal et al., 2024; Bhatnagar et al., 2024). One major concern is data bias, where AI models trained on biased data can perpetuate and even amplify existing prejudices. Additionally, the creation of deepfakes and other synthetic media can lead to misinformation and manipulation, posing risks to privacy and security. Intellectual property rights are also a concern, as generative AI can produce content that closely resembles existing works, raising questions about ownership and originality. Furthermore, the impact on employment and creativity must be considered, as AI-generated content could potentially replace human jobs and stifle innovation (Kshetri et al., 2024; Nadeem, 2024). To navigate these challenges, it is essential to establish ethical guidelines and frameworks that ensure the responsible development and deployment of generative AI technologies. By doing so, we can harness the benefits of generative AI while mitigating its risks and safeguarding societal values.

Keywords: customer dynamics; ethics; social value; innovation; risks; privacy; intellectual properties; misinformation

Theme 6: Generative AI & consumer behavior

Generative AI significantly impacts consumer behavior by enabling businesses to create highly personalized and engaging experiences. By analyzing vast amounts of data, generative AI can identify patterns and trends in consumer preferences, allowing companies to tailor their marketing strategies to individual needs (Gupta et al., 2014; Albu et al., 2024; Etemad, 2024). This level of personalization enhances customer satisfaction and loyalty, as consumers feel understood and valued. Additionally, generative AI can predict future consumer behaviors, enabling businesses to anticipate market changes and adjust their strategies accordingly. This proactive approach helps companies stay ahead of the competition and meet the evolving demands of their customers (Mayahi & Vidrih, 2022). Overall, integrating generative AI in understanding and influencing consumer behavior leads to more effective marketing strategies, improved customer experiences, and increased business growth.

Keywords: consumer behavior; generative AI; marketing strategy; competition; customer preference; trends  

Theme 7: Consumer trust in generative AI in global marketing

Building consumer trust in generative AI in global marketing is crucial for the successful adoption and effectiveness of AI-driven strategies. Generative AI can create highly personalized and engaging content, but it must be used responsibly to maintain consumer trust. Transparency is key; businesses should communicate how AI is being used and ensure that consumer data is handled with the utmost care and privacy (Grewal et al., 2024; Bhatnagar et al., 2024). Additionally, addressing potential biases in AI-generated content is essential to avoid perpetuating stereotypes or misinformation (Kshetri et al., 2024; Sigala et al., 2024). By adhering to ethical guidelines and demonstrating a commitment to responsible AI practices, businesses can foster trust and confidence among consumers. This trust not only enhances the effectiveness of marketing campaigns but also strengthens brand loyalty and long-term customer relationships.

Keywords: consumer trust; ethical guidelines; AI content; consumer confidence

Theme 8: Campaigns regulatory challenges of generative AI in global marketing

The integration of generative AI in global marketing campaigns presents several regulatory challenges that businesses must navigate. One of the primary concerns is data privacy and security, as generative AI systems often require access to vast amounts of personal data to create personalized content (Sun et al., 2024; Lee et al., 2024). Companies must ensure compliance with data protection regulations, such as GDPR in Europe, to avoid legal repercussions. Additionally, the potential for bias in AI-generated content raises ethical and legal issues, as biased content can lead to discrimination and reinforce societal inequalities. Regulatory bodies are increasingly scrutinizing AI systems to ensure fairness and transparency in their operations. Furthermore, generative AI in marketing campaigns can blur the lines between human and machine-generated content, raising questions about authenticity and accountability (Grewal et al., 2024; Bhatnagar et al., 2024). Businesses must be transparent about the use of AI in their marketing efforts to maintain consumer trust and comply with advertising standards. Navigating these regulatory challenges requires a comprehensive understanding of the legal landscape and a commitment to ethical AI practices. Regulatory challenges associated with generative AI include compliance with data protection laws, IPR for generative AI content, ethical marketing standards, etc..

Keywords: regulation; compliance; generative AI; standardization; social inequalities

Theme 9: Generative AI and creativity, culture, and sustainability in global markets

Generative AI shapes creativity, culture, and sustainability in global markets. By harnessing the power of AI, businesses can foster innovation and creativity by automating routine tasks and generating new ideas, thus allowing human talent to focus on more complex and creative endeavors (Jürgensmeier & Skiera, 2024; Kumar et al., 2024). This technology also enables the creation of culturally relevant content that resonates with diverse audiences, enhancing global communication and understanding. Furthermore, generative AI contributes to sustainability by optimizing resource usage, reducing waste, and promoting eco-friendly practices (Nadeem, 2024). For instance, AI-driven insights can help companies design more sustainable products and processes, ultimately leading to a reduced environmental footprint. As generative AI continues to evolve, it holds the potential to drive significant positive change in creativity, culture, and sustainability across global markets.

Keywords: creativity; generative AI; cross cultural marketing; sustainability; environmental footprint

Theme 10: Generative AI & brand storytelling in global marketing

Generative AI is revolutionizing brand storytelling in global marketing by enabling businesses to create compelling and personalized narratives at scale. By leveraging generative AI, companies can analyze vast amounts of data to understand consumer preferences, behaviors, and cultural nuances. This allows for creating highly tailored and engaging content that resonates with diverse audiences across different regions (Kumar et al., 2024; Chakraborty et al., 2023). Generative AI can also automate the production of various storytelling elements, such as text, images, and videos, ensuring consistency and coherence in brand messaging. Furthermore, AI-driven insights can help marketers identify emerging trends and adapt their stories in real time, keeping the brand relevant and appealing (Grewal et al., 2024; Bhatnagar et al., 2024). As a result, businesses can build stronger emotional connections with their customers, enhance brand loyalty, and drive higher engagement and conversion rates in the global market.

Keywords: brand management; story telling; customer campaign; global marketing; consumer engagement

Theme 11: Cross-cultural marketing with generative AI

Cross-cultural marketing with generative AI transforms how businesses engage with diverse audiences worldwide. By leveraging generative AI, companies can analyze cultural nuances, preferences, and behaviors to create highly personalized and relevant marketing content for different regions (Albu et al., 2024; Etemad, 2024). This technology enables the automation of content creation, ensuring that advertisements, social media posts, and other marketing materials resonate with local audiences while maintaining brand consistency (Wahid et al., 2023). Generative AI can also dynamically adjust content in real-time based on user interactions, ensuring that the marketing message remains engaging and culturally appropriate (Doshi et al., 2024; Sun et al., 2024). As a result, businesses can enhance customer experiences, build stronger connections with global audiences, and drive higher engagement and conversion rates across different markets.

Keywords: cross-cultural marketing; regional bias; generative AI; global audience; content automation

Theme 12: Sustainability & inclusivity with generative AI in global marketing

Generative AI is crucial in promoting sustainability and inclusivity in global marketing. By leveraging AI-driven insights, businesses can create marketing strategies that are not only effective but also environmentally responsible. Generative AI helps optimize resource usage, reduce waste, and promote eco-friendly practices by analyzing data and identifying areas for improvement (Etemad, 2024; Wahid et al., 2023; Doshi et al., 2024; Sun et al., 2024). Additionally, generative AI enables the creation of personalized and inclusive content that resonates with diverse audiences. Businesses can foster a more inclusive marketing approach by understanding and addressing the unique needs and preferences of different consumer groups. This not only enhances customer satisfaction but also builds stronger brand loyalty (Mayahi & Vidrih, 2022). Furthermore, generative AI can help companies adhere to regulatory requirements and ethical standards, ensuring that their marketing practices are both sustainable and inclusive (Kshetri et al., 2024; Nadeem, 2024). Overall, the integration of generative AI in global marketing leads to more responsible, inclusive, and sustainable business practices, ultimately contributing to a better future for all.

Generative AI can act as a transformative catalyst in global marketing. It provides unmatched possibilities for development and customization and increased operational performance while requiring well-planned execution and ethical diligence (Gupta et al., 2014; Albu et al., 2024; Etemad, 2024). Moreover, companies have also started integrating AI, particularly generative AI, in global marketing, e.g., Sephora’s personalization efforts through AI-driven product recommendations. Hence, this special issue will offer a thorough relationship between generative AI and global marketing, contributing to academic and practical implications, ensuring appropriate and responsible application of generative AI in the field of marketing.

Keywords: sustainability; inclusiveness; global marketing; ethical diligence; business transformation

(contact Guest Editors for list of references)