Generative AI in innovation and marketing processes: a roadmap of research opportunities

Nowadays, we are witnessing the exponential growth of Generative AI (GenAI), a group of AI models designed to producenew content. This technology is poised to revolutionize marketing research and practice. Since the marketing literatureabout GenAI is still in its infancy, we offer a technical overview of how GenAI models are trained and how they pro-duce content. Following this, we construct a roadmap for future research on GenAI in marketing, divided into two maindomains. 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 researchquestions at the firm level. The second set of research questions examines the likely consequences of using GenAI toanalyze: (1) the relationship between market-based assets and firm value, and (2) consumer skills, preferences, and rolein marketing processes.