Artificial Intelligence in Marketing: Next Generation Strategies and Applications

This study examines the impact of artificial intelligence (AI) on marketing strategies and the opportunities it offers to businesses. AI provides tangible benefits to marketing processes through functions such as analyzing customer behavior, delivering personalized experiences, and optimizing campaign management. The research examines AI-supported strategies in areas such as chatbots, AI advertising, and content production, revealing how these technologies offer innovative solutions in marketing. The aim of the study is to evaluate the theoretical contributions and practical applications of AI and provide businesses with a strategic roadmap. In this context, a research question has been identified: (1) What are the new generation marketing strategies developed with artificial intelligence? The study examines case studies and examples of successful AI applications, demonstrating that the integration of AI into marketing strategies brings success and efficiency to businesses. The successful integration of AI into marketing systems strengthens business agility, supports real-time responsiveness to market shifts, and enhances consumer loyalty through hyper-personalized interactions. However, realizing the full potential of AI requires a holistic strategy that addresses both technical and ethical dimensions.