Generative artificial intelligence (AI) tools such as ChatGPT, Dall-E, and Steve AI can facilitate instant content creation. As an illustration, a fashion brand can simply command ChatGPT to: “Write an Instagram caption about the importance of good clothes during winter in two hundred words”. In seconds, ChatGPT generates the output. This minimum effort and short production time in the usage of generative AI may enhance content marketing outcomes. However—as warned by scholars (Bruyn et al., 2020)—not only is it advantageous for businesses, AI can also be disastrous. Underpinned by this, and the fact that generative AI and content marketing are nonexistent in the pertinent literature (see streams of research on AI in marketing e.g., Eriksson et al., 2020; Huang & Rust, 2021, 2022; Vlačić et al., 2022), this research aims to explore the potential benefits and drawbacks of generative AI for content marketing.

The following is not a conversation with a bank clerk. " Instead, let me introduce you to customized credit loans," "Do you want me to connect you to the screen of using COVID-19 support funds and checking balance?" These are the contents of consultations with AI chatbots at financial institutions. Chatbot, which used to be an additional tool for adding convenience to life, is now at the center of our lives.

Artificial Intelligence (AI) technology offers many opportunities for use in influencer marketing. There is however, no standardised ethical frameworks for use in this specific field. We offer a foundation framework to emphasise the social well-being goal and relate it to stakeholders involved.