Future research directions of generative AI in marketing and logistics

Purpose Generative AI has revolutionized business operations radically, including marketing and logistics. In order to explore the transformative impact of generative AI on these two domains, this article discusses the opportunities, challenges and research agendas in the specific areas of consumer buying behavior, business-to-business marketing, retail marketing, marketing communication, supply chain management, transportation management, and logistic management. Design/methodology/approach Building upon an expert-oriented approach, this article examines the current body of literature and practices revolving around the intersection of generative AI and marketing/logistic-related domains. Findings The contributors recognize the significant impact of generative AI to reshape marketing and logistic areas, including creating designs, handling customer inquiries and sales processes, optimizing customer experience, and planning and allocating logistic resources. On the other…