The emergence of generative artificial intelligence in recent years has been one of the most significant developments within the digital marketing ecosystem and creative industries. This study presents the first large-scale bibliometric analysis of generative artificial intelligence in content marketing. Using 437 publications retrieved from Scopus (2019–1 November 2025), we employ performance analysis, science mapping, keyword co-occurrence, and reference co-citation analysis through VOSviewer. Results reveal explosive growth since 2023 (98.9% of documents published 2023–2025), dominance of Asian and North American institutions, Singapore’s central bridging role in international collaboration, and four major thematic clusters: (1) technical foundations, (2) educational applications, (3) digital marketing and consumer engagement, and (4) human–AI interaction and ethics. The findings highlight the rapid maturation of the field, persistent technical–managerial divide, and emerging sociotechnical concerns, providing a foundational map and clear directions for future research. In summary, generative artificial intelligence is redefining content marketing at conceptual, operational, and technological levels. As the capabilities of generative models continue to grow and their adoption becomes more embedded in organizational practice, scholars and practitioners must develop new theoretical lenses, governance models, and methodological approaches to harness the potential of these technologies while mitigating their risks.