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Unveiling the Influence of Gen‐ <scp>AI</scp> Marketing on Customer Experience Through User‐Generated Content Analysis

Santosh Kumar Shrivastav et al.

Thunderbird International Business Review2026https://doi.org/10.1002/tie.70099article
AJG 2ABDC B
Weight
0.50

What the paper says

ABSTRACT Generative AI (Gen‐AI) is an evolving technology surrounded by both opportunities and myths. This study examines consumer perceptions of Gen‐AI applications in marketing along with ethical and societal challenges by analyzing user‐generated content from Twitter (X) using thematic and sentiment analysis. The findings show that consumers tend to respond favorably to Gen‐AI‐driven marketing applications such as chatbots, email marketing, and recommendation systems, especially when they increase the perceived value, personalization, and engagement. However, concerns around ethical AI, trust, transparency, explainability, and over‐reliance on automation become important barriers to consumer acceptance. Based on the insights from the study, the future of Gen‐AI applications should be focused on balancing intelligence with responsibility. Integrating Gen‐AI with ethical design, transparency, contextual sensitivity, and human judgment will help organizations achieve sustainable customer trust, superior experiences, and long‐term strategic advantage.

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Cite this paper

https://doi.org/https://doi.org/10.1002/tie.70099

Or copy a formatted citation

@article{santosh2026,
  title        = {{Unveiling the Influence of Gen‐ <scp>AI</scp> Marketing on Customer Experience Through User‐Generated Content Analysis}},
  author       = {Santosh Kumar Shrivastav et al.},
  journal      = {Thunderbird International Business Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1002/tie.70099},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.