DOI: https://doi.org/10.36347/sjebm.2026.v13i10.001

Pages: 550-561

The impact of Generative Artificial Intelligence on content creation, adaptation, and distribution for global brands is sweeping and transformative. AI opens up new possibilities for marketers to connect with audiences in different countries, languages, and cultures, helping them reach their target audience in a timely and relevant manner. But Generative AI's potential in content marketing goes beyond efficiency. Its actual impact will depend on the consumer's feeling of relevance, credence, authenticity, and engagement with the content produced with AI. This paper will address three related questions: What can Generative AI do to improve content creation and personalization? What are consumer responses to AI-generated marketing messages? How can brands implement Generative AI without sacrificing trust and the human element? The aim of this paper is to suggest that Generative AI can be best used to supplement rather than supplant human creativity. The key problem for global brands isn't just the volume of content but the creation of culturally relevant, emotionally resonant and market-credible content. In response to these concerns, this paper proposes a conceptual framework with eight testable propositions, three theoretical paradoxes to be explored in the deployment of AI, and implications for marketing practitioners. It concludes that to benefit from AI in marketing, there must be a conscious effort to balance automation with authenticity, efficiency with ethical concerns, and personalisation with consumer trust.