Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Digital deployment model with control over AI structures

Document Type : Excerpt from doctoral thesis

Authors
Khosrow karami 1
Saeid Farjam 2
Ali Shahnazari 2
1 Doctoral Student in Business Administration, Faculty of Humanities, Payam Noor University, Tehran, Iran.
2 Department of Business Management, Payam Noor University, Tehran, Iran.
JABM.3.2.1564.380256.32911
Abstract
Among the recent advances in information and communication technologies, artificial intelligence has attracted special attention in the field of marketing due to its increased computing power, the emergence of big data, and the advancement of machine learning algorithms and models. Given the rapid development of AI-based technologies, future marketing, particularly digital marketing strategies, requires the integration of new models for the sales process, online retailing, customer service, and relationship management, as well as customer behavior assessment. The study presented here attempts to answer the question: What are the components of an AI-based digital marketing model? The present study used a mixed method (grounded theory and structural equation modeling). The findings show that AI-based digital marketing has six areas of causal conditions (massive data and the need for complex data analysis), contextual factors (increasing growth of online interactions and weakness of traditional data analysis methods), interfering factors (software needs and hardware needs), strategies (data mining, image recognition, and predictive analytics), and consequences (enhanced analytics, product management, customer management, and effective marketing).
Keywords
Artificial intelligence
Big data
Digital marketing
Product management
Customer management

Subjects

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Journal of Intelligent Marketing Management
Volume 6, Issue 4 - Serial Number 30
Winter 2026
Pages 391-416

  • Receive Date 18 July 2025
  • Revise Date 28 August 2025
  • Accept Date 13 October 2025