Published Paper Details:

Artificial intelligence (AI) has become a transformative force in modern marketing, reshaping how firms acquire, engage, and retain customers while directly influencing financial performance outcomes. As organisations operate in increasingly data-rich and competitive environments, AI-driven marketing enables the shift from descriptive and reactive processes to predictive, prescriptive, and automated decision-making. AI capabilities such as machine learning, predictive analytics, natural language processing, and real-time automation empower firms to segment audiences more accurately, personalise experiences at scale, and optimise media and resource allocation with greater precision. These technologies support enhanced customer engagement, improved targeting accuracy, reduced operational inefficiencies, and more effective campaign execution, all of which contribute to stronger financial metrics such as higher conversion rates, improved return on marketing investment, increased customer lifetime value, and sustainable revenue growth. Complementing this, theoretical frameworks like the Resource-Based View and the Technology-Organization-Environment model help explain why AI marketing capabilities become strategic assets when embedded within supportive organisational structures and environments. At the same time, firms must navigate risks such as data-privacy challenges, algorithmic bias, and ethical concerns to ensure responsible use. As AI continues to evolve--driven by advances in generative AI, real-time decision engines and autonomous marketing systems--it will increasingly shift from a tactical enhancement to a core strategic driver of competitiveness and long-term financial performance. Overall, AI-driven marketing represents both an opportunity and an imperative for firms seeking to align technology adoption with profitability, efficiency, and sustainable growth.