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This research investigates how AI affects marketing strategies and organizational performance.

June 14, 2026Open Access

Impact of Artificial Intelligence on Marketing Strategies

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This research investigates how AI affects marketing strategies and organizational performance.
Quantitative research design with primary data collection via structured questionnaire from marketing professionals and business managers.
The conceptual framework was tested using Structural Equation Modeling (SEM).
AI adoption positively influences marketing strategy effectiveness and organizational performance.
AI-driven personalization significantly enhances customer engagement.
AI-based analytics improves the quality of decision-making.

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Quantitative study examines AI's role in improving marketing strategies and decision-making quality.

Krishma Sood (2026) studied this question.

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