The Impact of Artificial Intelligence on the Marketing Mix: Introducing the Digital Marketing Mix 4.0

Abstract

This study examines the transformative role of Artificial Intelligence (AI) in the traditional marketing mix, proposing "Performance" as an essential fifth element in Marketing Mix 4.0. By leveraging data for smarter decision-making, personalization, and automation, AI enhances each dimension of the mix—Product, Price, Place, and Promotion—enabling quick adjustments and improved customer engagement. A survey of academic professionals reveals widespread support for Performance as a new dimension, highlighting its impact on making marketing more effective and adaptable. Findings indicate that integrating Performance with AI and Big Data provides marketers with a dynamic, responsive, and agile framework, essential for achieving a sustainable competitive advantage in the digital landscape.