Editor’s note: Polat Goktas is an AI research scientist at the School of Computer Science and Ireland’s Centre for Applied Artificial Intelligence (CeADAR), University College Dublin, Dublin, Ireland. Goktas can be reached at polat.goktas@ucd.ie.

In 2023, marketing experienced a significant transformation driven by the rise of artificial intelligence (AI), which reshaped how we approach innovation and interaction within the field. Insights from 2023 McKinsey and Deloitte Digital have highlighted the substantial impact and increasing adoption of generative AI in marketing. Looking ahead to 2024, there is a clear shift toward emerging trends and future predictions. Gartner’s 2024 marketing predictions point to a notable move toward AI-driven platforms and a re-evaluation of brand positioning strategies. Qualtrics’ 2024 “Research Trends Report” emphasizes an increasing dependence on AI for market research. Furthermore, Deloitte’s “Tech Trends 2024” report anticipates ongoing technological advancements, underscoring the necessity for marketers to evolve and incorporate AI strategies within the rapidly changing digital environment. 

Generative AI transcended traditional boundaries, embedding itself deeply within marketing operations and strategy formulation. Highlighted in insightful reports by McKinsey, this shift marked a new epoch of enhanced productivity and efficiency in the marketing realm.

A key question arises from this evolution: How will the continued rise of AI influence marketing strategies and operations in the near future? As we explore these developments, we realize the extent to which AI has become not just a tool but an essential element of the marketing landscape, shaping the future of how businesses engage with their audience.

This article explores these developments, focusing on the critical role of AI in strategic business planning and market research, and the urgent need for m...