Marketing 5.0: Adaptation of Technology and Artificial Intelligence in Marketing Strategies

The digital revolution has significantly transformed marketing strategies, particularly with the emergence of Marketing 5.0, which integrates advanced technology and artificial intelligence (AI) to create more personalized and efficient customer experiences. This study aims to analyze how companies adapt technology and AI in their marketing strategies to enhance competitiveness in the digital market. The research employs a qualitative method using a case study approach on several companies that have implemented AI-based technologies in their marketing strategies. Data was collected through in-depth interviews, observations, and document analysis. The findings indicate that AI in marketing enables content personalization, automation of customer interactions, and improved efficiency in data-driven decision-making. However, challenges such as limitations in digital infrastructure and organizational resistance to technological changes remain significant barriers. This study provides insights for marketing practitioners to better understand the role of technology in developing more innovative and adaptive strategies in the Marketing 5.0 era.