The The Role of Artificial Intelligence in The Digital Transformation of Marketing and Business Resilience

Abstract

Artificial intelligence (AI) is transforming marketing by driving digital innovation and strengthening business resilience in an era of economic volatility. This paper investigates the impact of AI technologies on marketing strategies, operational efficiency, and strategic adaptability through a case study of a Serbian e-commerce platform which has successfully integrated AI tools across content production, personalized customer experiences, and campaign automation. Results confirm that AI-powered solutions such as automated content generation and recommendation systems significantly reduce operational costs, enhance productivity, and increase conversion rates. Additionally, findings emphasize the necessity of hybrid models combining AI automation with human oversight to ensure quality, authenticity, and strategic control. The study demonstrates that empirical implementation of AI enables companies to realize substantial savings, accelerate processes, and achieve measurable business outcomes, making digital transformation not merely an optimization but a strategic imperative for long-term resilience. The paper concludes with practical guidelines for organizations seeking to leverage AI, highlighting challenges related to ethics, privacy, and the human factor in marketing innovation