Generative artificial intelligence ( AI) achieves remarkable results in the form of synthetic images, texts, audio, or even video. Therefore, it is particularly suited to nudge creative tasks as required in the design of marketing campaigns. Here, innovative concepts draw attention to stand out. Despite its prospect, generative AI is yet to be applied in digital marketing on a broad scale. Against this backdrop, we consider the marketers’ view of opportunities and limitations associated with the technology to finally develop a research agenda and thereby contribute its evaluation and adoption in practice.