THE IMPACT OF ARTIFICIAL INTELLIGENCE ON THE MARKETING MIX: FROM PERSONALIZATION TO PREDICTIVE STRATEGY

Abstract This paper explores the concept of the marketing mix and the need to adapt it to the dynamics of the digital environment, particularly the expansion of Artificial Intelligence (AI) technologies. The four classical components of marketing (price, product, place/distribution, and promotion) are analyzed, together with the debate between conservative/dogmatic and revisionist/iconoclastic perspectives on whether the traditional model requires structural change. The revisionists ground their argument in technological advances that have also reshaped business models. The study highlights the importance of coordination and compatibility among the elements of the mix and argues that AI provides the basis for a dynamic, performance-oriented approach. Marketing research and strategic planning remain essential for ensuring the sustainability of marketing decisions in an increasingly digital context. Keywords: marketing mix, 4Ps, strategy, coordination, artificial intelligence, digitalization, business models.