Transforming Digital Marketing with Generative AI

The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.