ABSTRACTArtificial Intelligence (AI) has emerged as a transformative force in modern marketing byenabling data-driven decision-making, automation, and personalized customer engagement. Thisstudy examines the impact of AI adoption on marketing strategy effectiveness, customerengagement, decision-making quality, and overall marketing performance. A quantitativeresearch design was employed, and primary data were collected through a structuredquestionnaire from marketing professionals and business managers. The proposed conceptualframework was tested using Structural Equation Modeling (SEM). The findings reveal that AIadoption has a significant positive influence on marketing strategy effectiveness andorganizational performance. AI-driven personalization enhances customer engagement, whileAI-based analytics improves decision-making quality. The results also highlight the critical roleof organizational readiness in ensuring successful AI implementation. The study contributes tothe growing literature on digital transformation by providing an integrated understanding of thestrategic implications of AI in marketing. The findings offer practical insights for managersseeking to leverage AI as a strategic capability for improving marketing outcomes and gainingcompetitive advantage.
Krishma Sood (Fri,) studied this question.
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