Artificial Intelligence in Marketing: Transforming Strategy, Insight and Consumer Engagement

Dear Colleagues,

This Special Issue will explore the evolving relationship between artificial intelligence (AI) and marketing administration, examining how AI technologies are reshaping strategy, insights, and consumer engagement. Artificial intelligence (AI) is fundamentally reshaping marketing by enabling hyper-personalization, real-time insights, and more meaningful consumer engagement. Through advanced data analytics, machine learning, and automation, AI empowers marketers to understand, predict, and influence consumer behavior at unprecedented scale and speed.  This Special Issue will focus on both empirical and conceptual work, including advances in machine learning, predictive analytics, generative AI for content creation, and AI-driven sentiment analysis. The purpose is to illuminate best practices, ethical considerations, and the effects of AI adoption on marketing management within various organizational contexts.

Key Applications and Strategic Impact

Personalization and Consumer Engagement: AI-driven tools such as chatbots, recommendation engines, and dynamic content generators allow brands to deliver tailored experiences, increasing customer satisfaction, loyalty, and conversion rates. AI analyzes vast datasets—purchase history, social media, and feedback—to segment audiences and personalize messaging in real time, leading to deeper engagement and improved ROI.

Data-Driven Insights and Predictive Analytics: AI enables marketers to extract actionable insights from big data, anticipate trends, and optimize campaigns dynamically. Predictive analytics and sentiment analysis help forecast consumer needs and market shifts, supporting agile, evidence-based decision-making.

(1) Focus, Scope, and Purpose

Focus: This Special Issue will address the integration and impact of AI technologies in marketing departments, including strategic planning, public relations, stakeholder engagement, and consumer insights.

Scope: Contributions may cover innovative AI applications (customer segmentation, personalization, digital PR), mixed-methods research, governance practices, curriculum development, and case studies demonstrating organizational transformation.

Purpose: The aim of this issue is to present new theoretical frameworks, evidence-based findings, and practical solutions for scholars and practitioners in the administrative sciences, helping them understand and implement AI-driven marketing strategies.

(2) Relationship to the Existing Literature

This Special Issue will supplement the current literature by bridging AI advancements with marketing administration, addressing gaps in ethical data use, practical adoption barriers, and workforce skill requirements. By drawing interdisciplinary insights from technology, management, and communications research, this issue will advance academic debates and offer actionable recommendations for modern organizations.

(3) Submission Information

We request that, prior to submitting a manuscript, interested authors initially submit a proposed title and an abstract of 300-500 words summarizing their intended contribution. Please send this document to the Guest Editors Marcos Komodromos (komodromos.m@unic.ac.cy), Andreas Masouras(a.masouras@nup.ac.cy) and to the Administrative Sciences Editorial Office (admsci@mdpi.com). Abstracts will be reviewed by the Guest Editors for the purposes of ensuring proper fit within the scope of this Special Issue. Full manuscripts will undergo double-blind peer-review.

Dr. Marcos Komodromos
Dr. Andreas Masouras
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a double-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1600 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.