Marketing 5.0: Harnessing AI and Emerging Technologies to Shape the Future of Business

Abstract

This integrative literature review (ILR) explores the implementation of AI and emerging technologies in Marketing 5.0, focusing on technology utilization, resource management, strategic marketing implementation, and competitive advantage. The study problem is the challenging integration of these technologies, which faces obstacles such as ethical concerns, data privacy issues, over-reliance on automation, and the need for regulatory compliance. These challenges impact businesses aiming to leverage AI for enhanced marketing effectiveness and innovation. This research seeks to assess the integration of AI in marketing, with a particular emphasis on its role in optimizing resource management, improving strategic marketing efforts, and gaining a competitive advantage. The ILR’s guiding conceptual framework is based on four fundamental constructs: technology utilization, resource management, strategic marketing implementation, and competitive advantage. The research methodology thoroughly analyzes existing literature, case studies, and industry insights. The study’s findings indicate that while AI offers significant potential for enhancing marketing strategies, it requires careful management to ensure ethical practices, data security, and human oversight. The conclusions explore the implications of these findings for businesses seeking to implement AI-driven marketing strategies and offer recommendations for future research and practice. These include developing industry-specific guidelines, investing in cybersecurity, and promoting ethical AI use in marketing. Addressing these challenges and strategically leveraging AI will enable businesses to maintain a competitive edge and meet the evolving demands of the digital marketplace.

Keywords:

Marketing 5.0, Artificial intelligence, Technology utilization, Resource management, Strategic marketing implementation, Competitive advantage, Data privacy, Ethical AI, Cybersecurity, Digital marketing