Theoretical and Applied Economics
No. 2 / 2026 (647), Summer
AI-driven marketing models as a competitive advantage in global markets
Herzen State Pedagogical University of Russia, Russia
Abstract. The proliferation of artificial intelligence technologies has fundamentally transformed marketing practices in global markets, shifting organizational paradigms from intuition-based decision-making toward data-driven strategic frameworks. This study investigates how AI-driven marketing models function as sources of sustained competitive advantage in contemporary global commerce. Employing a systematic analysis of theoretical frameworks, empirical evidence, and organizational implementations, the research examines mechanisms through which machine learning algorithms, predictive analytics, and autonomous optimization systems enhance marketing effectiveness across heterogeneous market contexts. Findings reveal that AI-driven marketing models generate competitive advantages through superior customer targeting precision, real-time resource allocation optimization, enhanced attribution accuracy, and continuous adaptive learning capabilities. However, competitive advantage sustainability depends critically on organizational capabilities spanning data infrastructure maturity, analytical talent acquisition, ethical governance frameworks, and cultural adaptability. The study contributes theoretical insights regarding the resource-based foundations of AI-driven competitive advantage while providing practical implications for marketing leaders navigating digital transformation imperatives in global markets.
Contents
Military expenditure and economic sustainability: implications of the SAFE program
Regional inequalities and human capital adaptability in Romania
Income inequality: The Resource Distribution Index (RDI)
Testing the weak form efficiency of green financial markets: A comparative study between developed and developing green financial markets
Exploring symmetry and asymmetry in evacuation dynamics: A comprehensive bibliometric and computational analysis
AI-driven marketing models as a competitive advantage in global markets
Does institutional quality promote economic growth in West Africa?
A dynamic panel data analysis of the asymmetric impact of labour cost on intra-EU migration
Determinants of CO2 emissions in ASEAN-5: The role of human development, renewable energy, and economic growth
Effects of digital economy on economic growth: Evidence from low- and middle-income countries in Africa
Adaptive AI, behavioural pattern formation, and the development of human cognition
Tax-driven alignment between conforming and non-conforming earnings management across different accounting standards
Effect of inclusive business models on multidimensional poverty in Burkina Faso
Gross financial wealth or net financial strength? Household balance sheets and economic development in the European Union
Government expenditures and tax policy: A comprehensive fiscal analysis for Greece from 1974 to 2018
What is the nature of the relationship between inflation and economic growth? Empirical evidence for the 13 least developed African countries
Digital trust and consumer psychology: A robust analysis of youth entrepreneurship in emerging Indian markets
Can monetary policy drive inclusive social development in Africa? Instrumental variables quantile regression approach
Analysing the relationship between tourist flows and socio-economic development. A comparative case study: Romania vs. PIGS countries