Abstract:
Combining the technology acceptance theory with the marketing strategy framework, this study has created a five-stage artificial intelligence adoption maturity model
(AAMM). Using PESTLE, SWOT and BCG analysis, it focuses on real cases in the
retail and education sectors. The results show that artificial intelligence is now
influencing the entire marketing value chain - market research, strategic planning, execution and performance measurement - transforming the traditional 4P into a data- driven 4P+ a model. The real benefits include increasing the conversion rate by 25-40%
through a personalized engine, raising the gross profit margin by 3-6 percentage points
using a dynamic pricing algorithm, reducing the event preparation time from one week
to two days, and saving 30% of labor costs through automatic reporting. However, less
than a quarter of the companies have reached the mature stage of artificial intelligence
deployment; Due to data privacy issues, ethical problems and a shortage of talent, most
companies are still at a basic level.
