The generative artificial intelligence is altering the way visual content is created, distributed, and consumed in marketing, design and creative practices. Since digital environments are inundated with visual content, businesses are turning to AI systems to accelerate the production, customize the experience, as well as experiment with new appearances. The paper will examine the impact of generative AI on visual communication, creativity, authorship, and design work. The current research and the trends of the industry indicate that creativity is no longer a purely human endeavor, but rather a combination of human and AI work. Although AI can be used to generate ideas quickly, with high scale of variation, and adaptive visual strategy, authenticity, cultural resonance, and ethical accountability of the work remain the domain of humans. This paper creates a conceptual framework to understand this new landscape, identifies its implications on visual marketing, and suggests viable ways of action when a company wants to adopt generative systems effectively. It concludes with identifying key limitations and outlining a future research agenda on the topic of human-AI creative ecosystems.