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In an era defined by permacrisis, global brands face the dual challenge of maintaining market relevance while supporting consumers through periods of intense psychological and economic stress. This research investigates the role of Generative Artificial Intelligence(GenAI) as a transformative tool for marketing resilience, focusing on its capacity to stabilize consumer-brand relationships during disruptions. While traditional crisis marketing often relies on static, broad-reach messaging, this paper argues that GenAI enables a shielding effect through hyper-personalized, real-time communication that addresses individual consumer vulnerabilities. The study is grounded in Social Cognitive Theory (SCT), specifically utilizing the framework of triadic reciprocal determinism. By analyzing the interplay between the crisis environment (external stressors), personal cognitive factors (consumer anxiety and self-efficacy), and behavioral outcomes (consumption patterns), the article defines how GenAI shifts the consumer’s internal locus of control. The paper argues that GenAI does not merely automate content, rather it modifies the consumer’s cognitive environment by providing tailored information that enhances self-efficacy – the belief in one’s ability to navigate financial or social instability. The methodology integrates a systematic review of emerging AI marketing literature with applied case studies of brands that leverage algorithmic agility during recent market shocks. These real-world examples demonstrate how AI-driven personalization mitigates algorithm aversion and restores consumer trust by providing transparent, utility-focused guidance rather than generic promotional content. A central contribution of this paper is the proposal of the AI Resilience Model (ARM). This strategic framework provides practitioners with a roadmap to identify low self-efficacy consumer segments using predictive analytics. The model then dictates the deployment of supportive, AI-generated content designed to foster adaptive coping mechanisms. By bridging the gap between fundamental psychological theory and applied AI technology, this research contributes to the Marketing and Consumer Behavior field by illustrating how technology can humanize brand responses in inhumane times. Ultimately, the GenAI Shield is presented as a socio-cognitive buffer. It suggests that marketing resilience in the age of AI is not defined by corporate survival alone, but by the brand’s ability to use intelligent systems to restore consumer agency and maintain the delicate equilibrium between well-being and commercial sustainability in volatile markets.
