Artificial Intelligence Adoption and Its Influence on Strategic Marketing Decision-Making: An Empirical Analysis
Keywords:
Artificial Intelligence, Strategic Marketing, Data-Driven Decision-Making, Predictive Analytics, Customer InsightsAbstract
Artificial Intelligence (AI) is increasingly transforming strategic marketing by enabling organisations to process large volumes of data, identify emerging consumer patterns, personalise marketing activities, and support evidence-based decision-making. This empirical study examines the role of AI in shaping strategic marketing decisions, with particular emphasis on data-driven decision-making, customer insights, marketing personalisation, predictive analytics, and competitive strategy. The study adopts a quantitative research approach to investigate how the adoption and effective utilisation of AI influence the quality, speed, and effectiveness of strategic marketing decisions. Primary data were collected from marketing professionals and business managers through a structured questionnaire, and the responses were analysed using appropriate statistical techniques to examine the relationships between AI capabilities and strategic marketing outcomes. The findings indicate that AI significantly contributes to strategic marketing by improving the accuracy of customer analysis, enabling real-time interpretation of market information, enhancing predictive capabilities, and facilitating personalised marketing strategies. AI-based tools also assist marketers in identifying market opportunities, anticipating consumer behaviour, optimising resource allocation, and developing more responsive competitive strategies. However, the study also highlights challenges associated with AI adoption, including data privacy concerns, implementation costs, technological complexity, data quality issues, and the requirement for skilled personnel. The study concludes that AI should be viewed not merely as a technological tool but as a strategic capability that can strengthen marketing intelligence and organisational competitiveness.
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