Title: Artificial intelligence in innovative e-marketing

Authors: Iryna Gamova; Anatoliі Mazaraki; Diana Fayvishenko

Addresses: Department of Journalism and Advertising, State University of Trade and Economics, Kyiv, 02156, Ukraine ' State University of Trade and Economics, Kyiv, 02156, Ukraine ' Department of Journalism and Advertising, State University of Trade and Economics, Kyiv, 02156, Ukraine

Abstract: Innovative e-marketing is in constant flux, adapting to changing consumer behaviours, technological advancements, and market dynamics. AI empowers marketers to make data-driven decisions, personalise customer experiences at scale, optimise advertising campaigns, and ultimately, enhance the overall customer journey. Therefore, this paper explores the impact of AI on innovative e-marketing. Another research question of this paper is what areas are attractive in marketing e-communications for the implementation of AI. For this purpose, we conducted an online survey on 132 marketers in Ukraine. Hypothesis testing is done by using partial least squares-structural equation modelling (PLS-SEM). The findings in this study confirm the existence of a positive and significant effect of AI on innovative e-marketing but should be implemented first in advertising - work with data; PR - monitoring of publicity; social networks - statistics generation. Several implications are also presented at the end of the paper.

Keywords: artificial intelligence; АІ; e-commerce; innovative e-marketing; virtual and augmented reality; VR/AR; GPT-4; generative pre-trained transformer.

DOI: 10.1504/IJTMKT.2025.149429

International Journal of Technology Marketing, 2025 Vol.19 No.4, pp.425 - 447

Received: 21 Mar 2024
Accepted: 23 Feb 2025
Published online: 30 Oct 2025 *

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