A Conceptual Model for Evaluating AI Implementation in Marketing Strategy: A Comprehensive Study
(A2024-118668)

AUTHORS

Nima Taraghi, University of Padova; Enrico Scarso, University of Padova

ABSTRACT

This study introduces a comprehensive conceptual model elucidating the transformative impact of AI on marketing strategy. The model integrates all marketing processes into a cohesive unit system, positioning AI-enhanced analysis at its core. Emphasizing the reciprocal relationship between AI and marketing, the model envisions a dynamic feedback loop, fostering adaptive and data-driven strategies. By placing AI at the center, the model highlights its pivotal role in shaping a seamless and customer-centric marketing landscape. This framework transcends traditional juxtapositions, offering a holistic vision that propels the industry toward enhanced efficiency and strategic decision-making.