THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING STRATEGIES IN FAST-PACED BUSINESS ENVIRONMENTS

Artificial Intelligence (AI) has become an increasingly important factor in shaping the marketing strategies of businesses operating in competitive and rapidly changing environments. This paper examines how AI influences marketing strategy effectiveness by focusing on five key dimensions: data-driven decision-making, personalization, customer engagement, operational efficiency, and competitive advantage. We used a quantitative research approach, as part of a broader mixed-methods doctoral study, and collected primary data from 410 marketing professionals through a structured questionnaire with a five-point Likert scale. We analyzed the data using descriptive statistics and multiple regression analysis to assess the strength and significance of relationships between AI factors and marketing strategy effectiveness. The results show that AI has a strong positive effect on marketing outcomes (R² = 0.551, F = 31.89, p < 0.001). Data-driven strategy and personalization emerged as the strongest predictors, followed by competitive advantage and customer retention. The findings confirm that AI not only improves operational efficiency but also acts as a strategic tool that helps organizations improve their agility, responsiveness, and value creation in dynamic markets. This study contributes to the growing literature on AI in marketing and offers practical guidance for organizations looking to use AI for competitive advantage in changing markets.