Volume VI Special Issue III March 2026

Name of Author : N. Anu, Dr. V. Suresh Kumar

Title of the paper : A Strategic Framework for Generative Artificial Intelligence Adoption in Marketing: Opportunities, Risks, and Governance Implications

Abstract: Purpose The paper constitutes a strategic framework of implementing generative artificial intelligence GenAI in marketing to tackle transformative opportunities and related risks to facilitate responsible integration and sustainable competitive advantage. Methodology It suggests a conceptual framework through analytical integration of recent reports of the industry e.g. McKinsey 2025 surveys and academic discussion e.g. frameworks in the Journal of the Academy of Marketing Science based on analysis of GenAI application, risks and governance mechanisms. Key Results GenAI can be used to provide hyper personalization, create content, predictive analytics, and increase customer engagement, increasing efficiency and revenue growth.Nonetheless, potential threats to consumer trust are algorithmic biases, hallucinations, misinformation, intellectual property infringement, and privacy breaches. Implications The framework suggests ethical principles, open audits, risk management initiatives, and human-AI hybrids, which enable the practitioners to trade off innovation and ethical responsibility towards deployment and creation of long term value.

Keywords : Generative Artificial Intelligence, Marketing Strategy, AI Adoption, Risk Management, Governance Implications

DOI :

Page Number : 207-215