Data-Driven Marketing in the Age of AI: Reflections from the Periodic Series on Technology and Business Integration
Abstract
The focus of the current study focuses on the effects of artificial intelligence on marketing practices using a data-based approach. The study utilizes systematic literature review methodology to evaluate traditional marketing practices alongside AI-powered ones through real-world indicators. The results indicate that AI methods enable more efficient allocation of resources towards customer profiling, campaign management, and ROI optimization. The research highlights the importance of real-time data analytics for automation, predictive modeling, and even self-learning systems for improving marketing effectiveness. The research aids in addressing the contemporary discourse on the convergence of business and technology while offering recommendations for strategic planning concerning future innovations in AI marketing.
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