عاطفه شاکری

In the current digital era, artificial intelligence (AI), as a transformative technology, plays a pivotal role in redefining marketing management. This research aims to identify the dimensions and components of AI's impact on marketing strategies and to explore methods of leveraging data from this technology to design innovative and efficient approaches. Employing a qualitative method based on a systematic literature review and thematic analysis of interviews with senior managers, the findings reveal that AI enhances marketing processes through four main dimensions: analysis, prediction, automation, and customer knowledge and experience management. Key components such as personalization, content generation, chatbots, and predictive analytics, as operational elements of these dimensions, improve the efficiency and effectiveness of marketing activities. The results indicate that AI creates a sustainable competitive advantage by strengthening data-driven strategies, increasing productivity, reducing costs, and enhancing customer interactions. However, challenges such as privacy concerns, algorithmic bias, and the need for appropriate infrastructure underscore the necessity of developing ethical and legal frameworks. This study suggests that companies, by integrating AI with other technologies and managing challenges, can harness its potential for innovation and sustainable growth in a competitive environment.