Leveraging artificial intelligence in marketing: Trend or the new normal?

Leveraging artificial intelligence in marketing: Trend or the new normal?Recent years have seen a dramatic shift as digital transformation, driven primarily by the rapid adoption and integration of AI technologies, has begun to fundamentally alter business operations (Rogers, 2016;Lazaroiu & Rogalska, 2023;Lewandowska et al., 2023;Turek et al., 2023).AI tools, once unimaginable, are now commonplace and are poised to bring substantial benefits to the industry, with forecasts predicting a remarkable annual growth rate of 28%, expanding from $692 billion in 2017 to $5.025 trillion by 2025(Lovelock et al., 2018)).Furthermore, global AI spending is expected to surge to $300 billion by 2026 (IDC, 2023), with AI potentially contributing as much as $15.7 trillion to the global economy by 2030 (PwC, 2021).