This research aims to comprehensively identify, categorize, and analyze the functions, benefits, challenges, and emerging trends of applying generative AI in marketing. The present study is qualitative in methodology, employing a thematic analysis approach to the literature. The statistical population of the research comprised authoritative academic articles from the Scopus, Web of Science, Emerald, EBSCO, and Google Scholar databases, identified through the use of relevant keywords and literature review. Out of 1038 initial articles, 30 were selected for final analysis after screening and applying inclusion criteria. The data coding and analysis process was conducted in six stages, following the approach of Kaiger & Warpyo (2020), ultimately leading to the identification of five main themes: (1) Production of advertising content and automation of digital marketing, (2) Enhancement of customer interaction and experience, (3) Driver of innovation and ideation in marketing, (4) Data analysis, decision-making, and intelligent marketing management, and (5) Challenges, ethical considerations, and limitations of implementation. The findings indicate that generative AI is shaping a multi-dimensional and novel pattern in the field of marketing, where components such as operational efficiency, creativity, intelligent interaction, and data-driven decision-making are integrated in a synergistic and dynamic structure. This research, , provides a clear picture of the roles, capabilities, and challenges of this technology and can serve as a basis for directing future research and for the considered and purposeful application decisions of marketing managers and specialists regarding this technology.