Abstract

This study examines the transformative role of AI in digital marketing, addressing gaps in novelty, theoretical depth, and methodological rigor highlighted in prior critiques. By introducing the Integrated AI Marketing Framework (IAMF), a synthesis of the Technology Acceptance Model (TAM) and Resource-Based View (RBV), the research offers fresh theoretical insights. Empirical data from 200 global firms and 30 expert interviews reveal that AI-driven strategies yield 30% higher ROI, 25% improved conversion rates, and 20% reduced acquisition costs compared to traditional methods. The framework also links AI adoption to 1.5x higher sustainability adoption and 40% revenue resilience during crises. Methodological improvements include comparative benchmarking and sampling adjustments to mitigate bias.

Authors

Neeti Mathur
National Law University, India

Keywords

Integrated AI Marketing Framework, Technology Acceptance Model, Resource-Based View, ROI, Sustainability, Economic Resilience, Strategies