Generative AI (Gen AI) is shaping the future of marketing. In the next decade, Gen AI will influence how marketers interact and communicate with customers, help create and deliver marketing content (text, images, and video), and inform methods for researching and developing new products and services. In both service and sales settings, Gen AI will affect customers directly and significantly. Therefore, marketers, researchers, and public policy makers require a clear understanding of Gen AI and its potential, as well as its limitations. To assist marketers in thinking through the adoption and implementation of Gen AI, the current article presents a four-quadrant organizing framework that highlights trade-offs in both the nature of Gen AI inputs and the extent of human augmentation needed to deliver Gen AI–generated outputs. This framework provides guidance for the selection and implementation of Gen AI tools, as well as recommendations for further research.

生成式 AI （Gen AI） 正在塑造营销的未来。在未来十年，Gen AI 将影响营销人员与客户互动和沟通的方式，帮助创建和交付营销内容（文本、图像和视频），并为研究和开发新产品和服务的方法提供信息。在服务和销售环境中，Gen AI 将直接且显着地影响客户。因此，营销人员、研究人员和公共政策制定者需要清楚地了解 Gen AI 及其潜力及其局限性。为了帮助营销人员思考 Gen AI 的采用和实施，本文提出了一个四象限组织框架，该框架强调了 Gen AI 输入的性质和提供 Gen AI 生成的输出所需的人工增强程度的权衡。该框架为选择 Gen AI 工具的选择和实施提供了指导，并为进一步研究提供了建议。