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Creativity has been identified as the future of marketing; at the same time, artificial intelligence (AI) is enabling more automation in this field. The theories and frameworks in the literature have not yet sufficiently explained the impact of AI on creativity in marketing. Hence, this research aims to advance theories on creativity in marketing and AI by conducting a comprehensive review of the literature. Our review covers 156 papers published between 1990 and 2021, compiled on the basis of the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol and the theory-contextcharacteristics-methodology framework. We advance theory in the field byproposing a new organizing framework to guide the integration of the identified themes and synthesize the antecedents, dimensions, and outcomes of creativity in marketing and AI. Furthermore, to assist academics and practitioners we propose a typology of the key skills required for creativity in marketing and the impact of specific AI capabilities on these skills. This article serves as a foundation for researchers by providing a holistic understanding of the integration of AI into creativity in marketing.

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PurposeThe purpose of the present study is to contribute to the existing literature by examining the nexus and the connectedness between classes S&P Green Bond Index, S&P GSCI Crude Oil Index, S&P GSCI Gold, MSCI Emerging Markets Index, MSCI World Index and Bitcoin, during the pre-and post-Covid period beginning from August 2011 to July 2021 (10 years).Design/methodology/approachThe study employs time-varying parameter vector autoregression and Quantile regression methods to understand the impact of events on traditional and upcoming asset classes. To further understand the connectedness of assets under consideration, the study used Geo-Political Risk Index (GPR) and Global Economic Policy and Uncertainty index (GPEU).FindingsFindings show that these markets are strongly linked, which will only expand in the post-pandemic future. Before the pandemic, the MSCI World and Emerging Markets indices contributed the most shocks to the remaining market variables. Green bond index shows a greater correlation and shock transmission with gold. Bitcoin can no longer be used as a good hedging instrument, validating the fact that the 21st-century technology assets. The results further opine that under extreme economic consequences with high GPR and GPEU, even gold cannot be considered a safe investment asset.Originality/valueFinancial markets and the players who administer and communicate their investment logics are heavily reliant on conventional asset classes such as oil, gas, coal, nuclear and allied groupings, but these emerging asset classes are attempting to diversify.