The Impact of AI and Big Data on Marketing Management, Product Innovation and Pricing Decision

Abstract

Artificial intelligence and big data are redefining how companies get to know customers, develop products and make pricing choices. Marketing is not promotion or communication anymore, it has been reduced to a data-based decision system wherein the behaviour and digital interactions of customers and market cues drive a managerial response. This paper analyzes how AI and big data will affect the marketing management, product innovation and pricing decisions. The paper is grounded in secondary research and conceptual synthesis of the latest scholarly sources, industry reports and policy papers. It creates a comprehensive AI-Big Data Marketing Decision Framework that bridges digital information sources, big data analytics capacity, AI smartness, marketing decision areas, marketing performance and accountable AI governance. The research points out that AI and big data enhance segmentation, targeting, personalization, customer engagement, idea generation, concept testing, demand forecasting, dynamic pricing and revenue optimization. The research is a contribution as it introduces AI and big data as a strategic instrument in making smarter, faster and more responsible marketing decisions.