Marketing is redefined by the convergence of artificial intelligence, platform-centered digital ecosystems, and influence mechanisms. Traditional marketing systems are being replaced by information-intensive architectures. Artificial intelligence–powered recommendation engines, generative content systems, conversational agents, and behavioural prediction models are embedded in digital markets. Despite expansion of research on artificial intelligence applications, digital transformation, and online consumer behaviour, existing literature examines technological capabilities, influence dynamics, and strategic adaptation in isolation. This theoretical disaggregation limits the understanding of influence systems contribute to competitive advantage.

The conceptual model developed in this study is based on multiple theoretical foundations. Artificial intelligence is positioned as a market-shaping resource. The study explains how artificial intelligence interacts with digital influence mechanisms to enhance consumer engagement. The model suggests that strategic market adaptation plays a mediating role in the relationship between artificial intelligence capability and competitive advantage.

Traditional firms are constrained by strategic inertia and fragmented information infrastructure, whereas artificial intelligence–native organizations exhibit continuous adaptive learning loops and integrated feedback systems. The Artificial Intelligence Marketing Maturity Model outlines the stages of capability development, from experimental automation to fully adaptive systems.

The study integrates technological innovation research with strategic management and digital persuasion to understand marketing frontier development in the era of intelligent systems. It emphasizes the necessity of aligning organizational transformation with platform-driven competitive dynamics and the importance of building adaptive marketing architecture. The study identifies avenues for empirical validation, cross-industry comparison, and longitudinal examination of market structures, positioning artificial intelligence as a driver of strategic renewal....