The Effects of Artificial Intelligence on Marketing Process Optimization: A Mixed-Methods Study using Thematic Analysis and Analytic Hierarchy Process
DOI:
https://doi.org/10.71426/jmt.v3.i1.pp435-445Keywords:
Artificial Intelligence, Intelligent marketing, Marketing management, Digital marketing, Analytic Hierarchy Process (AHP), Industry 4.0.Abstract
The rapid advancement of artificial intelligence (AI) has transformed business environments and created new opportunities for optimizing marketing processes. This study aims to investigate and prioritize the effects of AI on marketing process optimization, with a particular focus on improving operational efficiency, decision-making accuracy, customer experience, and organizational competitiveness. A mixed-methods approach was employed, combining thematic analysis of semi-structured interviews with 13 experts in marketing and information technology and the Analytic Hierarchy Process (AHP) to evaluate and rank the identified themes. The findings reveal that AI significantly enhances marketing processes by reducing operational and advertising costs, minimizing human errors, improving decision-making quality, accelerating marketing activities, and enabling personalized customer interactions. Among the identified factors, the reduction of human error emerged as the most influential effect, whereas resource management improvement received the lowest priority. The results further indicate that AI can strengthen firms’ competitive advantage and improve marketing effectiveness; however, its successful implementation requires careful management of privacy concerns and the development of strategies aligned with local cultural and market conditions. Overall, the study highlights AI as a strategic enabler of marketing process optimization and sustainable business performance.
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