Nowadays, we are witnessing the exponential growth of Generative AI (GenAI), a group of AI models designed to produce new content. This technology is poised to revolutionize marketing research and practice. Since the marketing literature about GenAI is still in its infancy, we offer a technical overview of how GenAI models are trained and how they produce content. Following this, we construct a roadmap for future research on GenAI in marketing, divided into two main domains. The first domain focuses on how firms can harness the potential of GenAI throughout the innovation process. We begin by discussing how GenAI changes consumer behavior and propose research questions at the consumer level. We then connect these emerging consumer insights with corresponding firm marketing strategies, presenting research questions at the firm level. The second set of research questions examines the likely consequences of using GenAI to analyze: (1) the relationship between market-based assets and firm value, and (2) consumer skills, preferences, and role in marketing processes.

如今，我们正在见证生成式人工智能（GenAI）的指数级增长，这是一组旨在生成新内容的人工智能模型。这项技术有望彻底改变营销研究和实践。由于有关 GenAI 的营销文献仍处于起步阶段，因此我们提供有关 GenAI 模型如何训练以及如何生成内容的技术概述。在此之后，我们构建了 GenAI 在营销领域的未来研究路线图，分为两个主要领域。第一个领域侧重于企业如何在整个创新过程中利用 GenAI 的潜力。我们首先讨论 GenAI 如何改变消费者行为并提出消费者层面的研究问题。然后，我们将这些新兴的消费者洞察与相应的公司营销策略联系起来，提出公司层面的研究问题。第二组研究问题考察了使用 GenAI 进行分析可能产生的后果：(1) 基于市场的资产与公司价值之间的关系，以及 (2) 消费者技能、偏好和在营销过程中的作用。