Generative Artificial Intelligence in Marketing: Opportunities, Threats and Conditions for Responsible Application

The article examines the impact of generative artificial intelligence on marketing through the dual perspective implied by the title: opportunities and threats. The main argument is that generative artificial intelligence is not a stand-alone solution to marketing problems, but a new infrastructure for content production, market knowledge and consumer interaction. Its value emerges when the technical capabilities of models are connected to marketing objectives, proprietary data, human expertise and control mechanisms. The paper identifies four major opportunities: acceleration of the creative process, support for marketing research, personalization of communication and expansion of consumer co-creation. At the same time, it analyzes five key threats: factual unreliability, homogenization of creativity, reproduction of bias, risks to privacy and intellectual property, and reputational damage caused by non-transparent or low-quality AI use. The empirical component is designed as a conceptual review supported by secondary data and illustrative cases from advertising groups and brands. The conclusion is that sustainable use of generative artificial intelligence in marketing requires not only tool adoption but also a managerial regime of verification, disclosure, human editorial control and data protection