Advancing phygital experiential marketing via generative AI

This paper examines the transformative role of Generative Artificial Intelligence in phygital customer experiences, where physical and digital interactions converge. While Generative Artificial Intelligence has been extensively adopted for content creation, predictive analytics and for hyper-personalised engagement at scale, its application in experiential marketing remains underexplored. Generative Artificial Intelligence systems offer a timely opportunity for experiential marketing to mature. This study proposes a conceptual framework which positions Generative Artificial Intelligence as an enabler of dynamic, personalised phygital experiences rather than a replacement for human-centric value creation. The research traces the evolution of experiential marketing from traditional service encounters to contemporary phygital environments, critically evaluates the opportunities and challenges of Generative Artificial Intelligence integration, and proposes future research directions for phygital marketing researchers. The framework emphasises that successful implementation requires careful consideration of technological limitations, ethical implications, and organisational readiness, ultimately contributing to both experiential marketing literature and digital transformation discourse.