AI IN MARKETING PLANS: OPPORTUNITIES AND CHALLENGES

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.