AI-driven Marketing: Transforming Sales Processes for Success in the Digital Age

In the era of digital transformation driven by disruptive technologies, organizations are striving to overcome challenges and enhance customer value through innovative solutions across all business domains. Artificial intelligence (AI) stands out as a pivotal technology expected to significantly influence marketing strategies in the foreseeable future. This paper examines the anticipated role of AI solutions in marketing decision-making across the five stages of the marketing process. Through a systematic review of research articles published from 2020 to 2022, this study identifies and categorizes AI applications in marketing. The applications are then aligned with the five stages of the marketing process: analysis, strategy development, tactical implementation, customer relations management, and value proposition creation. The analysis reveals that current AI applications predominantly focus on understanding and predicting customer behavior in the initial analysis stage and on executing tactical marketing initiatives. The paper concludes with actionable insights for marketing practitioners and suggestions for future research directions.