ARTIFICIAL INTELLIGENCE IN STRATEGIC MARKETING SYSTEMS: FINANCIAL LITERACY IN DIGITAL ECOSYSTEMS
Abstract
Artificial intelligence (AI) technologies have rapidly transformed modern marketing practices. As a result, traditional static planning systems are being replaced by dynamic, data-integrated ecosystems based on automated personalization, algorithmic decision making, and predictive analytics. However, despite the growing body of research in the field of digital marketing technologies, a comprehensive theoretical and methodological framework explaining the systematic integration of AI into strategic marketing management remains underdeveloped.
Furthermore, AI-driven marketing systems are increasingly influencing consumer decision-making and their financial literacy in the digital financial environment. Algorithmic personalization influences not only purchasing behavior but also how people interpret financial information, assess risks, and manage budgets on digital platforms. The goal of this study is to develop an integrated theoretical and methodological framework explaining the structural transformation of strategic marketing systems under the influence of AI and exploring its implications for consumer behavior and financial literacy in digital ecosystems.
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