The central theme of the chapter is revolving around the exploration of evolutionary impact of generative AI on consumer behaviour with detailed information of various advance tools that has brought transformation in various aspects such as decision - making, engagement level of consumers and technology interaction. This research article has also highlighted how E- commerce platforms and social media has revolutionized from past after introduction of technologies like ChatGPT, google Gemini and various other Open AI tools. Generative AI has made the shopping experience more customized through its indistinct capability of generating democratize creative content and introducing virtual assistants for shopping that has enriched customer experiences. These immersive technologies not only create hyped personalized experience but also ensures data privacy and credibility to their clients. This paper has also highlighted the darker impact of introduction of such immersive technologies as everything has pros and cons. This paper addresses the darker impact of generative AI tools such as it's ability to facilitate unethical customer practices like fake reviews, manipulation of recommendation engines and also over- reliance on such technologies. We have deployed narrative analysis framework for conducting review of articles from Web of Science database. Through this review study we have analyzed the dual nature of generative AI tools and how marketers can use these tools with balance and focusing on ethical considerations. By ensuring transparency and maintaining data privacy, organizations can build consumer trust and can exploit the full potential of AI tools by mitigating its risk.