Abstract:

This study explores the impact of artificial intelligence (AI) on the implementation of marketing strategies. Drawing upon a Systematic Literature Review (SLR) approach, ten (10) relevant studies conducted between 2015 and 2024 were identified through the Google Scholar database and analyzed to identify how AI affected marketing strategy implementation and the critical success factors for optimising its effects. The findings reveal that AI significantly enhances the implementation process by facilitating scenario analysis, improving prediction accuracy, and addressing complex implementation challenges. Also, the study identifies critical success factors including stakeholder buy-in, continuous evaluation, staff capacity building, ethical compliance, and data protection as fundamental to achieving effective outcomes. Consequently, the managerial implications derived from the findings suggest the need for organisations to invest in AI tools, staff training, stakeholder engagement, and data protection measures to harness the full potential of AI towards optimising marketing strategy implementation and achieving organisational goals.