The impact of Generative Artificial Intelligence on content creation, adaptation, and distribution for global brands is sweeping and transformative. AI opens up new possibilities for marketers to connect with audiences in different countries, languages, and cultures, helping them reach their target audience in a timely and relevant manner. But Generative AI's potential in content marketing goes beyond efficiency. Its actual impact will depend on the consumer's feeling of relevance, credence, authenticity, and engagement with the content produced with AI. This paper will address three related questions: What can Generative AI do to improve content creation and personalization? What are consumer responses to AI-generated marketing messages? How can brands implement Generative AI without sacrificing trust and the human element? The aim of this paper is to suggest that Generative AI can be best used to supplement rather than supplant human creativity. The key problem for global brands isn't just the volume of content but the creation of culturally relevant, emotionally resonant and market-credible content. In response to these concerns, this paper proposes a conceptual framework with eight testable propositions, three theoretical paradoxes to be explored in the deployment of AI, and implications for marketing practitioners. It concludes that to benefit from AI in marketing, there must be a conscious effort to balance automation with authenticity, efficiency with ethical concerns, and personalisation with consumer trust.

This study examined the effect of fiscal deficits on private savings in Nigeria from 1981 to 2023. The research used data on private sector savings deposit, fiscal deficit as a percentage of gross domestic product - GDP, broad money supply as a ratio of GDP in %, private sector credit as a ratio of GDP in % and exchange rate from the statistical reports of Nigeria’s central bank. The main analytical technique applied was the Autoregressive Distributed Lag - ARDL Bounds testing method. The results revealed there is a long-term connection between the variables studied. The results also revealed that in the long run, fiscal deficit and private sector credit as a ratio of GDP in % have a positive though not significant relationship with private savings. At the same time, broad money supply as a ratio of GDP in % has a negative association with private savings. Meanwhile, exchange rate has a positive and significant relationship with private savings. In the short run, fiscal deficits, private sector credit as a ratio of GDP in %, broad money supply as a ratio of GDP in % and exchange rate have positive association with private savings. Interestingly, only broad money supply as a ratio of GDP in % is statistically significant. Based on these findings, the study submitted that sustained increases in private savings require policies that enhance household income, strengthen financial intermediation, ensure macroeconomic stability, and improve the productivity of government expenditures. Such measures are more likely to generate meaningful and lasting improvements in the nation's savings performance and economic development. Policymakers should encourage deposit money banks and other financial institutions to extend credit to sectors with high growth and employment potential, including agriculture, manufacturing, small and medium-scale enterprises (SMEs), and technology-based industries. Such measures would enhance productive capacity, increase income generation, and subsequently boost private savings. Policymakers should prioritize measures that enhance income levels, strengthen financial sector development, improve financial inclusion, and maintain macroeconomic stability. These policies are more likely to generate sustainable increases in private savings and support long-term economic growth and development in Nigeria.