Generative Artificial Intelligence (GenAI) is transforming marketing through advanced content creation, personalized customer interactions, and strategic optimization. This study explores GenAI’s impact on marketing processes, current applications, and related ethical and strategic challenges. A meta-analysis of the existing literature was conducted, focusing on GenAI integration in marketing. Relevant research was collected from various databases and rigorously evaluated, with case studies illustrating practical applications and benefits. The findings show that GenAI enhances marketing efficiency by automating content creation, improving customer service, and optimizing strategies using specialized AI tools. However, GenAI’s use is currently fragmented, focusing more on operational than strategic tasks. This study underscores the necessity for a comprehensive and integrated approach to fully leverage the potential of GenAI in marketing processes, with the intention of effecting a paradigm shift, particularly in operational marketing tasks. Future research should focus on developing integrated GenAI solutions that comprehensively address all facets of the marketing process, including strategic decision-making, ethical and regulatory considerations, and long-term impact assessment, while exploring innovative applications and optimizing existing technologies to fully harness GenAI’s potential in driving a holistic digital transformation of marketing.