AI-Powered Advisory Platforms for Sustainable Marketing Innovation in SMEs: Empirical Evidence from Underserved U.S. Markets

Carmen Cagiza (), Massochi Faustino, Ilidio Cagiza and Aristoteles Cajiza ()
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Carmen Cagiza: School of Social Science and Global Studies, University of Southern Mississippi, Long Beach, MS 39560, USA
Massochi Faustino: School of Sociology and Public Policy, University Institute of Lisbon, 1649-026 Lisbon, Portugal
Ilidio Cagiza: Business School, University of Edinburgh, Edinburgh EH8 9JU, UK
Aristoteles Cajiza: Department of Computer Science, University of Houston, Houston, TX 77004, USA

Sustainability, 2025, vol. 17, issue 20, 1-27

Abstract: Small and medium-sized enterprises (SMEs) drive economic growth but face barriers in adopting AI for creative digital marketing, particularly in underserved U.S. markets. This study investigates an AI-driven unified advisory platform to enable strategic digital marketing in these communities. Integrating modules such as MarketRadar (customer insights, benchmarking) with StrategicCoaching and ComplianceTools, it supports data-driven campaign design, pricing, and engagement. Using mixed methods, we interviewed 13 SME owners/managers in Houston’s underserved neighborhoods and surveyed 172 platform users across three U.S. states. Results show that SMEs using multiple modules achieved higher customer acquisition and revenue than standalone users, with qualitative insights revealing creative repositioning and refinement despite limited budgets. Trust elements like PeerBenchmarks and ComplianceAlerts boosted uptake. Our study advances digital marketing literature by evidencing how AI platforms and cross-module collaboration catalyze innovation, decision-making, and sustainable growth in U.S. contexts, with caution for broader extrapolation. It offers recommendations for policymakers and SaaS providers on inclusive transformation in resource-constrained settings.

Keywords: digital marketing innovation; AI advisory platforms; digital marketing strategies for SMEs; marketing analytics; regulatory compliance; sustainable development goals; compound benefits; adoption barriers; cross-module collaboration (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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