MARKETING IN THE AGE OF AI: “OPPORTUNITIES, INTERVENTIONS, AND IMPACTS ON SOCIETY"

Abstract

Marketing is changing due to the role of artificial intelligence (AI) on both the strategic and operational structures of organizations. As the literature shows, AI is significantly enhancing marketing efficiency, through improved customer segmentation, strategic personalization, and more effective decision-making, while simultaneously raising significant challenges in areas of ethics, transparency, and social influence. Synthesized from an in-depth review of both conceptual and empirical research (2020–2025), this research article identifies broad themes such as AI-led digital transformation, integrating sustainability, human and AI collaborative intelligence, and the impact of generative AI on creative marketing processes. These results indicate that, in addition to offering operating efficiencies, AI potential must be guided by ethical principles to avoid bias, job loss, and privacy breaches. The research winds up by advocating for subsequent research agendas that focus on the co-evolution of AI technology and human governance to achieve optimal innovation, trust, and societal benefit in marketing practice.