Generative AI for Content Creation
Nansy Kouroupi · 2026
Generative artificial intelligence (GenAI) has shifted from a laboratory novelty to an everyday marketing tool, yet its creative dividends are shadowed by unresolved ethical dilemmas. This chapter systematically reviews 51 studies (January 2020–July 2025) drawn from Web of Science and Scopus to map where Gen-AI adds measurable value to content creation in tourism and hospitality and where it jeopardises trust, fairness, and legal compliance. Evidence confirms substantial efficiency and engagement gains in copywriting, visual asset generation, hyper-personalisation, product co-design and multilingual workflows, but also documents recurrent hazards, such as authenticity erosion, algorithmic bias, copyright ambiguity, privacy leakage, and unpriced environmental cost. Integrating these strands, we propose a two-axis Value-Risk Matrix that classifies use cases into Automate, Augment, Contain, or Avoid zones, and pair it with the CLeAR framework for AI transparency to operationalise proportionate governance. Managerial guidance, policy pointers, and a tourism-specific research agenda are articulated, emphasising hybrid human-AI production models and continuous evidence audits. The chapter concludes that Gen-AI’s promise can be realised without corroding stakeholder trust only when creative breadth is balanced by disciplined oversight and transparent disclosure. Future work should measure narrative quality, privacy trade-offs, and immersive authenticity to refine the matrix and sustain responsible innovation across culturally diverse visitor economies.