|
Strategic Architecture for Integrating Artificial Intelligence into the Holistic Marketing Ecosystem: Design and Validation of a Hybrid Model
|
Mohammed salah mahdi Alali Alhelli   , Hossein Rahimi Koluor *1 , GHasem Zarei , Mohammad Bashokouh Ajirlou |
|
|
|
Abstract: (9 Views) |
| Digital transformation and the expansion of AI applications have transformed the role of marketing from an operational activity to an intelligent, data-driven, and strategic system. Despite the extensive capabilities of AI in predictive analytics, customer experience personalization, interaction automation, and value creation, many organizations lack a coherent architecture for integrating this technology into a holistic marketing ecosystem. The purpose of this study is to design and validate a strategic architecture for integrating AI into a holistic marketing ecosystem. This research is applied-developmental in terms of purpose and a sequential exploratory mix in terms of method. In the qualitative phase, using data-driven theory and interviews with experts, 50 open codes were extracted and categorized into 10 core categories including data infrastructure and architecture, analytical capabilities, data governance and ethics, organizational culture and skills, strategic alignment, channel and brand integration, customer experience and value, performance and competitive advantage, innovation and technology convergence, and sustainable value creation. In the quantitative phase, the extracted model was tested using a questionnaire and data from 300 digital marketing, information technology, and artificial intelligence managers and experts through partial least squares structural equation modeling. The findings showed that all research hypotheses were confirmed and data governance has the greatest impact on sustainable value creation. Channel and brand integration also has a significant impact on customer experience, and customer experience directly improves performance and competitive advantage. The results of the study indicate that success in integrating artificial intelligence into holistic marketing requires a systemic and architecture-based approach in which data infrastructure, organizational culture, analytical capabilities, ethical governance, and marketing strategies are aligned in an integrated manner. The proposed architecture can help organizations move away from fragmented investments in artificial intelligence and achieve sustainable value creation, improved customer experience, and enhanced competitive advantage. |
Article number: 9 |
| Keywords: Artificial intelligence, holistic marketing, strategic architecture, data governance, customer experience, sustainable value creation. |
|
|
Full-Text [DOCX 3681 kb]
(3 Downloads)
|
Type of Study: Research |
Subject:
General
Received: 2025/07/28 | Accepted: 2026/02/24 | Published: 2026/06/15
|
|
|
|
|
|
|
| Send email to the article author |
|
|
|
| Add your comments about this article |
|
|
|
