Generative AI in Brand Marketing and Customer Experience in Emerging-Economy SMEs: A Literature Review

Generative AI (GenAI) is rapidly transforming brand marketing and customer experience management, providing new possibilities for content generation, personalization, and emotional engagement. This narrative review synthesizes and analyzes the emerging literature on the applications of generative AI in brand marketing and customer experience, focusing on small and medium-sized enterprises (SMEs) operating in emerging economies. Drawing on conceptual, empirical, and policy-oriented studies published primarily between ۲۰۲۳ and ۲۰۲۶, this review organizes the existing knowledge around three interconnected themes: applications of generative AI in brand content generation, identity building; use of generative AI for personalized customer experiences and emotional and sentimental engagement; and the distinct opportunities, resource constraints, and adoption patterns that are key indicators in SMEs in emerging economies. This integrated analysis suggests that generative AI can reduce barriers to scalable content production and advanced personalization, potentially enhancing the competitiveness of resource-constrained companies. However, significant challenges remain, including limited digital infrastructure, skills shortages, data poverty, concerns about authenticity, cultural fit issues, and the difficulty of achieving strategic coherence (rather than superficial coherence). Practical implications are also outlined for marketers, academics, and policymakers seeking to support the responsible adoption of generative AI. The study’s critical remarks highlight the nascent nature of the field, the dominance of conceptual papers, and the lack of rigorous empirical evidence on performance outcomes. The review concludes by identifying priority directions for future research, including longitudinal and mixed methods studies, cross-country comparisons, and the development of theory-based models that integrate technological, organizational, and institutional factors. Overall, this paper provides a coherent overview of current knowledge and provides a platform for advancing scientific understanding and practical guidance in this evolving field.

کلیدواژه ها:

generative artificial intelligence ، brand marketing ، customer experience ، SMEs ، emerging economies ، brand equity