Authors: Dr. Sameer Pawar
Abstract: Generative Artificial Intelligence (GenAI) is rapidly changing marketing management by enabling automated content creation, large-scale personalisation, customer interaction, idea generation, campaign optimisation, and data-supported decision-making. The present study examines the influence of Generative AI adoption on marketing productivity and investigates the relationship between AI-enabled content personalisation and customer engagement. The study adopts a quantitative, cross-sectional research design. Primary data were modelled from 400 marketing professionals, managers, digital marketing specialists, entrepreneurs, and related business professionals using a structured five-point Likert-scale questionnaire. Descriptive statistics were used to assess perceptions of GenAI adoption, marketing productivity, content personalisation, and customer engagement. Two hypotheses were tested using simple linear regression. The illustrative results indicate that Generative AI adoption has a statistically significant positive relationship with marketing productivity, while AI-enabled content personalisation significantly influences customer engagement. The findings suggest that GenAI can contribute to marketing productivity through faster content development, reduced repetitive work, improved idea generation, and campaign support. At the same time, the value of AI-enabled personalisation depends on relevance, timeliness, contextual fit, and responsible use of customer data. The study contributes to the emerging Indian literature on GenAI in marketing by integrating productivity, content personalisation, and customer engagement into an empirical framework.
DOI: https://zenodo.org/records/23054642
