Artificial Intelligence (AI) adoption in marketing strategies: Navigating the present and shaping the future business landscape

초록

This paper examines the transformative impact of Artificial Intelligence (AI) on marketing, focusing on its role in enhancing customer engagement, decision-making, and operational efficiency. It explores how businesses can leverage AI to deliver personalized experiences, predict market trends, and optimize strategies while addressing challenges such as ethical concerns, data privacy, and technological readiness. This study provides insights to help organizations align AI adoption with strategic goals in an increasingly digital economy. Using a narrative review methodology approach, this paper synthesizes insights from academic research, industry reports, and case studies to identify key trends, challenges, and opportunities in AI-driven marketing. Findings are structured around crucial themes such as technological infrastructure, ethics, and organizational readiness, offering a comprehensive framework for AI implementation. This review reveals that AI enhances marketing through personalization, predictive analytics, and efficiency improvements. However, challenges such as data privacy concerns, ethical dilemmas, and infrastructure readiness remain significant. The study highlights the need for businesses to cultivate an AI-ready culture, upskill employees, and establish ethical guidelines to mitigate risks. By addressing these barriers, organizations can leverage AI to anticipate customer needs, streamline operations, and enhance decision-making, ultimately securing a competitive advantage. This paper contributes to the literature by bridging theoretical and practical perspectives on AI in marketing. It synthesizes diverse sources to offer actionable recommendations, addressing both ethical and organizational considerations. By exploring AI's role in driving innovation and improving customer experiences, this study provides valuable insights into how businesses can harness AI for long-term competitive success.

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