SMART AND INNOVATIVE STRATEGIES IN MARKETING USING AI

Nicoleta Rossela Dumitru () and Oana Preda ()
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Nicoleta Rossela Dumitru: Romanian-American University, Romania
Oana Preda: Romanian-American University, Romania

Journal of Information Systems & Operations Management, 2025, vol. 19, issue 2, 156-167

Abstract: In an era dominated by big data and digital interactions, adopting AI in marketing is no longer just a competitive advantage, but a necessity. In the transformative era of generative artificial intelligence (GenAI) in marketing, the vast potential of AI to revolutionize marketing strategies through advanced personalization and efficiency is becoming apparent, leading to a rapid rate of adoption among companies and marketing professionals. As companies seek to improve lead generation, qualification, and conversion, AI-powered tools are becoming essential. Consumers expect personalized messages, rapid interactions, and relevant offers, and AI enables brands to respond to these demands in an efficient and scalable way, with benefits including improved personalization, campaign automation, content optimization, predictive analytics, and more.

Keywords: artificial intelligence; marketing; ai integration in marketing; marketing,strategy using ai, (search for similar items in EconPapers)
JEL-codes: D83 L81 L86 M15 M31 O32 O33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:rau:jisomg:v:19:y:2025:i:2:p:156-167

DOI: 10.5281/zenodo.21682152

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