Abstract
This paper explores the emerging and inherent tensions that exist in integrating generative artificial intelligence (GAI), creative narrative routines and practices (branded storytelling) and the humanisation of brand communications. By integrating across multiple theoretical perspectives, the paper offers conceptualisation that provide novel syntheses and typologies as emergent propositions that enable a better understanding of how GAI is impacting on brand creative narrative routines and practices. We explore the impact of GAI on sentient creative narrative practices and deconstruct the technology-human interaction at play in the humanisation of brand creative narratives. The paper argues that achieving the delicate balance between data-driven precision and emotional authenticity becomes imperative for brands aiming to establish deep connections with their audience. The paper offers conceptual contributions for how digital marketing agencies and GAI adopting marketing teams can improvise innovation by re-defining creative narrative dynamic capabilities for evolutionary fitness and sustained advantage of the firm.