Review of The Role of Generative Artificial Intelligence in Contemporary Digital Marketing


  • Aleksandra Belačić Singidunum University
  • Slavko Alčaković Singidunum University



In our research, we investigated how Serbian freelancers feel about different generative programs based on artificial intelligence. We managed to discover what kind of content they create the most, why they use this new techology, and which software they prefer. We also investigated respondents' attitudes toward the ethics of generative applications. Our results show that freelancers rate their personal ethics highly, with an average rating of 4.46 (on a scale of 1 to 5), but their actions related to the use of artificial intelligence with a much lower average rating of 2.15 (again, on a scale of 1 to 5). This difference opens up room for further research opportunities, while our findings help advance academic knowledge in the fields of digital marketing and artificial intelligence.