From Decision Support to Decision Making: Autonomous AI Agents Shaping the Marketing

As artificial intelligence (AI) increasingly drives marketing decisions, understanding its shift from decision support to full autonomy is essential for academia and industry. This paper addresses this gap by analyzing AI's transformative impact on marketing through the lens of the 7Ps framework (Product, Price, Place, Promotion, People, Process, and Physical Evidence). By categorizing AI's role at various levels of autonomy, the study highlights the substantial influence of AI-driven agents, particularly within the Process and Promotion elements where automation has evolved into intelligent decision-making. This research offers a foundational framework for understanding AI autonomy in marketing, providing valuable insights for future marketing strategies.