The underlying paper aims to enable marketers (at small and medium-sized enterprises) to navigate the challenges posed by generative artificial intelligence. An in-depth understanding of Large-Language-Models and prompting techniques allows to outline how generative AI can be used effectively. Current developments and privacy concerns are described. From a theoretical perspective the study contributes to an existing AI-framework by the means of triangulation. The framework is adapted by the application of an LLM-centred lens. The Technology-Acceptance-Model and value co-creation theory are utilized in the context of LLM-enhanced marketing.