Schuiling, IsabelleLaurent de Kerchove d'Exaerde2025-05-142025-05-142025-05-142024https://hdl.handle.net/2078.2/42234This thesis explores the impact of artificial intelligence on marketing, with a focus on generative AI tools. The study examines how artificial intelligence is transforming areas such as content creation, marketing automation, product design, and market research. The findings reveal that artificial intelligence tools are becoming essential in the industry by helping marketeers save time and reduce costs while improving their efficiency. The study also highlights challenges including the need for high-quality data and the ethical concerns surrounding AI use in marketing, such as biased data and the potential for job losses. This study also finds that new trends have emerged, like the use of AI as a co-pilot in decision-making as well as the growing importance of AI in creating personalized marketing strategies. While many of the results from this thesis confirm existing research, it also identifies new insights into how AI is shaping the future of marketing.artificial intelligencegenerative AIAImarketingimpactstext::thesis::master thesisthesis:47350