Strategic management of omnichannel marketing using generative artificial intelligence
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Дата
2025-10-30
Назва журналу
Номер ISSN
Назва тому
Видавець
Journal of Theoretical and Applied Information Technology
Анотація
The relevance of the issue under research is determined by the rapid introduction of generative artificial
intelligence (GenAI) into omnichannel marketing strategies. This radically changes approaches to
personalization, communication, and strategic management in the digital economy. There is a growing need
for quantitative analysis of the impact of such technologies on marketing efficiency, which justifies the need
for this study. Particular attention is paid to personalization, communication automation, and data integration.
The aim of the study is to determine the relationship between the level of implementation of GenAI and
marketing efficiency. The problem is the lack of quantitative assessments of the impact of artificial
intelligence (AI) on omnichannel management indicators. The analysis covers 10 companies from 10
countries for 2022-2024. An econometric model with six variables was applied: GAI, AdSpend, Data
Integration, CSAT, OMDEPTH, and BRAND. The highest OM_EFF values in 2024 were recorded at
Bosideng (98.3), Woolworths (97.0), and Zara (96.9). Companies with high GenAI have seen faster OM_EFF
growth and market adaptation. Woolworths’ GenAI increased from 0.58 to 0.77, OM_EFF from 85.7 to 97.0.
Hudson’s Bay showed the smallest changes because of limited digitalization and weak AI development. The
study found that a high level of integration of GenAI is directly related to the increase in omnichannel
marketing efficiency (OM_EFF). Bosideng achieved the highest OM_EFF – 98.3 in 2024 – with the
maximum value of the GenAI Index (0.83) and the active use of personalized content. The obtained data
confirm that GenAI enhances the effectiveness of marketing strategies through automation, deep data
integration and multi-channel interaction with customers. The article provides practical recommendations for
increasing OM_EFF. The study has applied significance for retail trade strategies. Further research may
include other industries and regions.
Опис
Ключові слова
Omnichannel Marketing, Generative AI, Efficiency, Strategic Management, Customer Personalization, Digital Transformation, Econometric Model
Бібліографічний опис
Ulrich's Periodicals Directory, ReserachGate, Scimago, Google & Google Scholar, Schementic Scholar, The Index of Information Systems Journals, Information Technology Resources Collection, ZDNet Australia, Computing Research and Education Association of Australasia, Elsevier SCOPUS