Generative artificial intelligence (AI) is a branch of AI that operates based on user-inserted prompts to generate unique digital content. Marketers adopt generative AI for content marketing because of its affordability, efficiency, user-friendliness, and human-like quality outputs. Key applications of generative AI in content marketing include content planning, content creation, content personalization, content repurposing, SEO content, real-time content marketing actions, and performance analysis. Despite its advantages, however, generative AI has limitations. There are issues of hallucination, biased content, lack of authenticity, and data privacy concerns. To fully harness generative AI’s potential, marketers need to integrate its capabilities with human oversight and a strategic approach to mitigate risks.