elahe asadolahidehkordi

This study examines the role of Artificial Intelligence (AI) in optimizing marketing processes. The goal is to analyze the effects of AI on cost reduction, improving decision-making accuracy, enhancing customer experience, and strengthening the competitive capabilities of companies. The research approach is mixed (qualitative and quantitative). In the qualitative section, data were collected through semi-structured interviews with 13 experts in the fields of marketing and AI, and analyzed using thematic analysis, leading to the identification of 9 main themes and 57 sub-themes. In the quantitative section, the Analytical Hierarchy Process (AHP) was used to prioritize the main themes, and data were collected through pairwise comparison questionnaires from 8 experts in marketing and information technology and analyzed using specialized software. The findings revealed that AI has significant impacts on marketing processes. The main effects identified include reducing operational and advertising costs, decreasing human error, enhancing decision-making accuracy, improving marketing operation speed, and enhancing customer experience. Reducing human error was identified as the most important effect, while improving resource management was the least significant. AI also helps personalize customer interactions and makes marketing processes more targeted, thus increasing the competitive advantage of companies, especially in international markets. Effective use of AI requires the development of precise strategies, staff training, and attention to customer privacy. Additionally, in international markets, it is essential to adapt AI-based marketing strategies to cultural differences and local needs. This study emphasizes the importance of smart AI usage to enhance competitiveness and customer satisfaction.