| Abstract | The rapid advancement of Generative Artificial Intelligence (GenAI) has significantly transformed
marketing and customer engagement practices across businesses worldwide. In the Indian context,
increasing digitalization, expanding e-commerce, and supportive government initiatives have accelerated
the adoption of AI-driven technologies. This study examines the extent and patterns of adoption of
Generative AI tools among Indian businesses, with specific focus on marketing and customer engagement
activities. Using a descriptive and analytical research design, primary data were collected from 150
respondents representing businesses in Coimbatore District through a structured questionnaire based on a
five-point Likert scale. The study analyzes key determinants influencing adoption, the types of GenAI
tools utilized, and the perceived impact of these tools on marketing performance and customer experience.
Descriptive statistics, multiple dichotomy analysis, and correlation analysis were employed to interpret
the data. The findings reveal high levels of awareness, digital readiness, and training initiatives, indicating
strong organizational preparedness for GenAI adoption. Businesses predominantly use GenAI for
customer data analysis and content creation, while advanced applications such as personalized marketing
and product recommendations remain at an early stage. The correlation analysis confirms a strong and
positive relationship between adoption patterns, tool usage, and the impact of GenAI. The study concludes
that while Generative AI offers substantial potential to enhance customer engagement and marketing
effectiveness, broader adoption requires supportive policies, skill development, ethical governance and
strategic integration.
Keywords: Gen AI, business, customer engagement.
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