present study was conducted with the aim of developing a fuzzy cognitive map of the consequences of generative AI as an innovation driver in modern marketing within digital businesses.This research is applied in terms of purpose and exploratory in terms of data collection. It is a mixed-methods investigation (qualitative and quantitative) based on a deductive-inductive philosophy. The statistical population consisted of experts, including faculty members of the Business Management Department at Lorestan University, as well as managers and employees of digital businesses in Lorestan Province, who were selected through purposive sampling based on the principle of theoretical saturation. The data collection tool in the qualitative phase was a semi-structured interview, the validity and reliability of which were confirmed using content and theoretical validity, as well as intra-coder and inter-coder reliability methods. In the quantitative phase, a questionnaire was employed, whose validity and reliability were confirmed through content validity and test-retest reliability. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using fuzzy cognitive mapping.The results indicate that the components of customer value creation, brand equity enhancement, creative content generation, customer experience improvement, and personalization of marketing communications were identified as the most significant consequences of generative AI as an innovation driver in modern marketing among digital businesses in Lorestan Province.