How generative AI is reshaping entrepreneurial marketing

Entrepreneurial marketing (EM) emphasizes innovation, agility, and resourcefulness in uncertain markets. While artificial intelligence has already disrupted traditional marketing, recent advances in Generative AI (GenAI) promise a more profound transformation beyond automated content production and personalization. By addressing a key gap in the existing literature, this research contributes to a deeper understanding of the multifaceted applications of GenAI in EM, offering a comprehensive perspective on its potential to reshape the marketing landscape. This paper presents an integrated conceptual framework that explores the GenAI role within EM by leveraging the OmniHouse model, which deconstructs EM into opportunity-seeking, risk-taking, and network collaboration.