Artificial Intelligence-Powered Marketing 5.0 in the South Asian Business Sector

Abstract

This research explores the five core components of the revolutionary marketing phase of the ongoing era, Marketing 5.0, across diverse business sectors in South Asia. The study takes a qualitative, inductive approach to analyze primary and secondary data collected from exclusively picked marketing professionals’ opinions and insights, as well as published interviews on YouTube, blogs, academic papers, books focusing on relevant evidences in the context of South Asian business sectors. The research findings develop an integrated theoretical framework of the disciplines, applications and enablers of the concept ‘Technology for Humanity’ under artificial intelligence (AI)-powered marketing phenomena. The study upholds the synergistic value of the collaboration of humans and technologies complementing human cognitive skills with advanced technological skills in the post-pandemic world. The appropriate applications of AI-driven marketing approaches are evaluated in respect to close the widening generation gap, societal and digital polarization gap. The research concludes the foundational disciplines of the appropriate applications of AI-powered technologies for marketers, intended to create unique, yet inclusive and sustainable value that bridges these gaps while upholding the core value of humanity across the region.