STRATEGIC INTEGRATION OF AI IN MARKETING: UNPACKING CAPABILITIES THAT DRIVE ORGANIZATIONAL SUCCESS

Abstract

As artificial intelligence (AI) reshapes the marketing landscape, understanding the competencies required to integrate AI effectively into marketing practices has become increasingly important. This study explores the perceptions and experiences of marketing professionals regarding AI-enabled marketing competencies and their influence on organizational performance. Using a qualitative research design, semi-structured interviews were conducted with eleven professionals across various industries. Thematic analysis revealed five key themes: predictive intelligence, automation and personalization, ethical data management, digital readiness and literacy, and strategic enablement through service quality. These findings offer both theoretical and practical insights. By emphasizing the value of moral issues and digital culture, the research expands the discussion on artificial intelligence use theoretically. From a management viewpoint, it guides on how to responsibly use artificial intelligence, grow your own skills, and encourage cross functional collaboration. The study is constrained by its small sample size and emphasis on developing countries even if it possesses a lot of contextual expertise. Future research is encouraged to more fully study the dynamics of human-AI collaboration, look at cross-sector variations, and objectively support these conclusions. By demonstrating how artificial intelligence skills could boost creativity and enhance marketing outcomes in a quickly evolving digital environment, this study aids in our understanding of their impact.