Use of Generative AI to Enhance Creativity and Improve Productivity in Retail Marketing

Generative Artificial Intelligence (AI) has emerged as a transformative technology in modern marketing practices. Retail businesses are increasingly adopting generative AI tools such as Chat GPT, image generators, and automated content creation systems to improve marketing efficiency and creativity. The objective of this study is to examine how generative AI contributes to improving creativity and productivity in retail marketing activities. This research is based on both primary and secondary data. Primary data was collected using a structured Google Form survey distributed among 40 respondents including students, marketing interns, and small retail business owners who use or are aware of generative AI tools. Secondary data was collected from academic articles, reports, and online marketing research studies. The findings indicate that generative AI significantly improves marketing content creation, campaign planning, customer engagement, and time efficiency. The study concludes that generative AI helps marketers generate innovative promotional content, automate repetitive tasks, and improve productivity levels. However, challenges such as ethical concerns, dependency on AI, and data privacy issues must also be addressed for sustainable adoption in retail marketing.