مجلة البحوث الاقتصادية المتقدمة

The Contribution Of Artificial Intelligence To Reshaping International Marketing Concepts: An Analytical Study In Theoretical Literature

Auteurs : Ababba Ali .

Résumé

Abstract: This study aims to explore the pioneering and transformative role of artificial intelligence (AI) in reshaping the structural concepts and theoretical frameworks of international target marketing strategies within the contemporary digital management landscape. To address this phenomenon, the study adopts an analytical approach based on reviewing and synthesizing recent academic literature. The theoretical findings reveal that the integration of machine learning algorithms and big data has driven a paradigm shift; it has transformed the traditional, static market segmentation—historically built upon broad geographic and demographic sectors—into a dynamic "hyper-personalization" model, thereby embodying the cross-border practice of a real-time "segment of one." Furthermore, the comparative analysis demonstrates that predictive analytics have replaced reactive or intuitive managerial decision-making models. This shift equips international organizations with high strategic agility and operational efficiency in generating and sustaining personalized strategic content, implementing dynamic pricing mechanisms, and forecasting customer churn prediction. Conversely, the study highlights the emergence of complex regulatory and legal challenges, most notably the "trust-personalization paradox" arising from heightened international consumer anxieties regarding privacy, cybersecurity, and behavioral databases. The study recommends that managers adopt rigorous ethical data governance frameworks compliant with global legislations (such as the GDPR), shift toward permission-based personalization and consumer digital empowerment, and integrate explainable AI (XAI) interfaces to enhance algorithmic transparency and build sustainable digital loyalty. Keywords: Artificial Intelligence, Hyper-Personalization, International Target Marketing, Predictive Analytics, Trust-Personalization Paradox, Ethical Data Governance. Jel Classification Codes : M31, M16, O33, M15.

Mots clés

Artificial Intelligence ; Hyper-Personalization ; International Target Marketing ; Predictive Analytics ; Trust-Personalization Paradox ; Ethical Data Governance