Integrating Artificial Intelligence into Project Management for Data-Driven Marketing Strategies: A Framework for Enhanced Decision-Making and Performance

Abstract

The modern context of project management has undergone change in the field of data-driven marketing through the use of Artificial Intelligence (AI). The need to create various versions of intelligence and scalability is also aroused by the fact that the definition of marketing projects becomes more intricate, multidimensional and dynamic as many organizations as possible become the users of digital ecosystems. The provided theoretical article provides a conceptual model that can be used to improve decision-making, the strategic flexibility, and the overall performance in the marketing project management through the assistance of the concept of AI networking. Resource-Based View (RBV), Dynamic Capabilities Theory (DCT), and Cognitive Fit Theory (CFT) are the Technological Determinism based studies. The relations between the AI capacity and the efficiency of the decision made, the cognitive alignment, and the marketing performance are taken into consideration. The analysis is coupled analysis which is not founded on empirically proven datasets, but through synthesizing current theoretical perceptions on how AI is a technological facilitator and cognitive support of the project management. The paper has successfully determined that AI implementation is not a technical alignmement, but a strategic requirement that can enable the organization to change their planning to the style that can be adjusted to the forecastive and accommodating to the ethically guided marketing to the digital economy.

Keywords: Artificial Intelligence, project management, data-driven marketing, decision-making, strategic agility, dynamic capabilities, cognitive fit.