ARTIFICIAL INTELLIGENCE AND DATA-DRIVEN MARKETING STRATEGIES: EXAMINING THEIR INFLUENCE ON BRAND PERFORMANCE IN THE UNITED STATES AND PAKISTAN
Keywords:
Artificial intelligence, Data-driven marketing, Brand performance, Customer analytics, Marketing strategy, Emerging markets, Comparative analysis.Abstract
This paper will analyze how artificial intelligence (AI) and marketing driven by data have had an impact on brand performance, and make a comparative analysis of the companies in the United States and Pakistan until 2024. With organizations becoming more and more dependent on developed analytics, machine learning, and automation in making their marketing decisions, it has been deemed necessary to comprehend their strategic implications on brand outcomes. The key aim of the study is to assess the relationship between AI potential and brand recognition, consumer interaction, and brand loyalty in the context of evaluating whether the forces of the market environment moderate the results.
The research follows a quantitative comparative research design, which relies on survey data gathered on marketing professionals and managers of two countries who are in charge of the brand. The analysis of the relationship between AI adoption, data-driven marketing practices, and brand performance metrics is conducted with the help of structural equation modeling (SEM). The results suggest that AI-enabled marketing is a major way to enhance brand performance through the administration of customer experiences that are customized, maximizing the effectiveness of campaigns, and providing real-time decisions. Moreover, the findings indicate that companies in developed economies can gain better performances because of the increased technological maturity and analytics capacity, and organizations in developing nations experience the advantages of AI and are limited by infrastructure and skills.
The study makes a contribution to the existing body of literature in marketing technology in that it offers cross-national support on the strategic importance of AI. The research presents management implications to the companies aiming at gaining competitive advantage by using smart marketing systems and the need to invest in the data capabilities to support the brands in the long run.
