THE USE OF ARTIFICIAL INTELIGENCE IN MARKETING

Stan Florin Alexandru, Panduru Andrei Dorian and Popescu Nicoleta
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Stan Florin Alexandru: BUCHAREST UNIVERSITY OF ECONOMIC STUDIES
Panduru Andrei Dorian: BUCHAREST UNIVERSITY OF ECONOMIC STUDIES
Popescu Nicoleta: FACULTY OF ECONOMICS, UNIVERSITY CONSTANTIN BRANCUSI

Annals - Economy Series, 2026, vol. 1, 429-434

Abstract: The deployment of artificial intelligence within marketing has transitioned from niche experimentation to strategic imperative. This article investigates how AI technologies, ranging from machine learning systems and natural language processing to chatbots and real time personalization engines, are reshaping marketing research, strategy, and execution. We propose a conceptual structure that frames AI usage along three stages: marketing research, marketing strategy and marketing actions. Drawing on recent literature, the paper reviews how AI augments data collection and analysis, enables dynamic consumer centric targeting and supports real time automated decisioning. We then describe a mixed-method empirical study: a cross-industry survey of marketing professionals complemented by indepth case interviews from three large firms, analysing managerial adoption of AI, performance impacts, and barriers such as data quality, organizational readiness, and ethical concerns. Our findings suggest that firms using AI for personalization and relational engagement report significantly higher customer lifetime value metrics, yet many face legacy system inertia and talent gaps. We close with implications for marketers. AI in marketing offers potent opportunities but requires calibrated organizational transformation to deliver sustained value.

Keywords: Artificial intelligence; Marketing automation; Personalization; Relation engagement (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2026:v:1:p:429-434

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