INTEGRATING ARTIFICIAL INTELLIGENCE INTO THE MARKETING ACTIVITIES OF SMALL AND MEDIUM-SIZED ENTERPRISES
Ключові слова:
artificial intelligence, digital marketing, small and medium-sized enterprises, generative AI, personalization, marketing communications, digital transformation.
Анотація
This article examines the ways in which artificial intelligence (AI) is being utilized. implemented in the marketing strategies of small and medium-sized enterprises (SMEs). Based on 14 peer-reviewed studies, six official sources (statistics, regulations and analyses) and a comparative study of Eurostat data from 2021 to 2025, the study delivers key findings. By 2025, 19.95% of EU enterprises with 10 or more employees used at least one AI technology, with 17.0% of small and 30.36% of medium-sized enterprises adopting AI. An OECD survey indicates that only 29% of SMEs using generative AI incorporate it within their core activities. The paper identifies five key areas of AI use in SME marketing, summarizes benefits and challenges, and proposes a preliminary three-level framework to evaluate AI integration—instrumental, process and strategic. This framework is provisional and needs empirical confirmation.
Завантаження
Дані завантаження ще не доступні.
Посилання
1. Use of artificial intelligence in enterprises. Eurostat. Statistics Explained. URL: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Use_of_artificial_intelligence_in_enterprises
2. AI adoption by small and medium-sized enterprises: OECD discussion paper for the G7. OECD. Paris: OECD Publishing, 2025. DOI: https://doi.org/10.1787/426399c1-en
3. Verma S., Sharma R., Deb S., Maitra D. Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights. 2021. Vol. 1, No. 1. Art. 100002. DOI: https://doi.org/10.1016/j.jjimei.2020.100002
4. Grewal D., Satornino C. B., Davenport T., Guha A. How generative AI is shaping the future of marketing. Journal of the Academy of Marketing Science. 2025. Vol. 53. P. 702–722. DOI: https://doi.org/10.1007/s11747-024-01064-3
5. Ponomarenko I. Artificial intelligence in digital marketing. Scientia Fructuosa. 2024. Vol. 155, No. 3. P. 58–70. DOI: https://doi.org/10.31617/1.2024(155)04 [in Ukrainian].
6. Zaiachkovska H. Marketing opportunities of enterprises based on artificial intelligence. Transformational Economy. 2024. No. 2 (07). P. 17–22. DOI: https://doi.org/10.32782/2786-8141/2024-7-3 [in Ukrainian].
7. Haliapa V. Digital marketing in the era of artificial intelligence: The present and future of AI tools and their impact on business marketing strategies. Development Service Industry Management. 2024. No. 3. P. 46–51. DOI: https://doi.org/10.31891/dsim-2024-7(7) [in Ukrainian].
8. Schwaeke J., Peters A., Kanbach D. K., Kraus S., Jones P. The new normal: The status quo of AI adoption in SMEs. Journal of Small Business Management. 2025. Vol. 63, No. 3. P. 1297–1331. DOI: https://doi.org/10.1080/00472778.2024.2379999
9. Sánchez E., Calderón R., Herrera F. Artificial Intelligence Adoption in SMEs: Survey Based on TOE–DOI Framework, Primary Methodology and Challenges. Applied Sciences. 2025. Vol. 15, No. 12. Art. 6465. DOI: https://doi.org/10.3390/app15126465
10. Badghish S., Soomro Y. A. Artificial Intelligence Adoption by SMEs to Achieve Sustainable Business Performance: Application of Technology–Organization–Environment Framework. Sustainability. 2024. Vol. 16, No. 5. Art. 1864. DOI: https://doi.org/10.3390/su16051864
11. Magableh I. K., Mahrouq M. H., Ta'Amnha M. A., Riyadh H. A. The Role of Marketing Artificial Intelligence in Enhancing Sustainable Financial Performance of Medium-Sized Enterprises Through Customer Engagement and Data-Driven Decision-Making. Sustainability. 2024. Vol. 16, No. 24. Art. 11279. DOI: https://doi.org/10.3390/su162411279
12. Aljabari M., Althuwaini S., Bouguerra A., Sharabati A.-A. A., Allahham M., Allan M. The impact of digital marketing strategies on innovation: The mediating role of AI: A critical study of SMEs in the KSA market. International Journal of Data and Network Science. 2024. Vol. 8, No. 4. P. 2029–2036. DOI: https://doi.org/10.5267/j.ijdns.2024.7.006
13. Reed C., Wynn M., Bown R. Artificial Intelligence in Digital Marketing: Towards an Analytical Framework for Revealing and Mitigating Bias. Big Data and Cognitive Computing. 2025. Vol. 9, No. 2. Art. 40. DOI: https://doi.org/10.3390/bdcc9020040
14. Muto V., Luongo S., Percuoco M., Ferretti M. Artificial Intelligence and the Great Reset: Impacts and Perspectives for Italian SMEs Business Model Innovation. Systems. 2024. Vol. 12, No. 9. Art. 330. DOI: https://doi.org/10.3390/systems12090330
15. Regulation (EU) 2024/1689 of the European Parliament and of the Council of 13 June 2024 laying down harmonised rules on artificial intelligence (Artificial Intelligence Act). EUR-Lex. URL: https://eur-lex.europa.eu/eli/reg/2024/1689/oj
16. Taiminen H. M., Karjaluoto H. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development. 2015. Vol. 22, No. 4. P. 633–651. DOI: https://doi.org/10.1108/JSBED-05-2013-0073
17. Kraus S., Gast J., Schleich M., Jones P., Ritter M. Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources. Journal of Macromarketing. 2019. Vol. 39, No. 4. P. 415–430. DOI: https://doi.org/10.1177/0276146719882746
18. Structural business statistics overview. Eurostat. Statistics Explained. URL: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Structural_business_statistics_overview
19. 20% of EU enterprises use AI technologies. Eurostat. News articles. URL: https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20251211-2
20. Transparency obligations under Article 50 of the AI Act. European Commission. Shaping Europe's digital future. URL: https://digital-strategy.ec.europa.eu/en/faqs/transparency-obligations-under-article-50-ai-act
2. AI adoption by small and medium-sized enterprises: OECD discussion paper for the G7. OECD. Paris: OECD Publishing, 2025. DOI: https://doi.org/10.1787/426399c1-en
3. Verma S., Sharma R., Deb S., Maitra D. Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights. 2021. Vol. 1, No. 1. Art. 100002. DOI: https://doi.org/10.1016/j.jjimei.2020.100002
4. Grewal D., Satornino C. B., Davenport T., Guha A. How generative AI is shaping the future of marketing. Journal of the Academy of Marketing Science. 2025. Vol. 53. P. 702–722. DOI: https://doi.org/10.1007/s11747-024-01064-3
5. Ponomarenko I. Artificial intelligence in digital marketing. Scientia Fructuosa. 2024. Vol. 155, No. 3. P. 58–70. DOI: https://doi.org/10.31617/1.2024(155)04 [in Ukrainian].
6. Zaiachkovska H. Marketing opportunities of enterprises based on artificial intelligence. Transformational Economy. 2024. No. 2 (07). P. 17–22. DOI: https://doi.org/10.32782/2786-8141/2024-7-3 [in Ukrainian].
7. Haliapa V. Digital marketing in the era of artificial intelligence: The present and future of AI tools and their impact on business marketing strategies. Development Service Industry Management. 2024. No. 3. P. 46–51. DOI: https://doi.org/10.31891/dsim-2024-7(7) [in Ukrainian].
8. Schwaeke J., Peters A., Kanbach D. K., Kraus S., Jones P. The new normal: The status quo of AI adoption in SMEs. Journal of Small Business Management. 2025. Vol. 63, No. 3. P. 1297–1331. DOI: https://doi.org/10.1080/00472778.2024.2379999
9. Sánchez E., Calderón R., Herrera F. Artificial Intelligence Adoption in SMEs: Survey Based on TOE–DOI Framework, Primary Methodology and Challenges. Applied Sciences. 2025. Vol. 15, No. 12. Art. 6465. DOI: https://doi.org/10.3390/app15126465
10. Badghish S., Soomro Y. A. Artificial Intelligence Adoption by SMEs to Achieve Sustainable Business Performance: Application of Technology–Organization–Environment Framework. Sustainability. 2024. Vol. 16, No. 5. Art. 1864. DOI: https://doi.org/10.3390/su16051864
11. Magableh I. K., Mahrouq M. H., Ta'Amnha M. A., Riyadh H. A. The Role of Marketing Artificial Intelligence in Enhancing Sustainable Financial Performance of Medium-Sized Enterprises Through Customer Engagement and Data-Driven Decision-Making. Sustainability. 2024. Vol. 16, No. 24. Art. 11279. DOI: https://doi.org/10.3390/su162411279
12. Aljabari M., Althuwaini S., Bouguerra A., Sharabati A.-A. A., Allahham M., Allan M. The impact of digital marketing strategies on innovation: The mediating role of AI: A critical study of SMEs in the KSA market. International Journal of Data and Network Science. 2024. Vol. 8, No. 4. P. 2029–2036. DOI: https://doi.org/10.5267/j.ijdns.2024.7.006
13. Reed C., Wynn M., Bown R. Artificial Intelligence in Digital Marketing: Towards an Analytical Framework for Revealing and Mitigating Bias. Big Data and Cognitive Computing. 2025. Vol. 9, No. 2. Art. 40. DOI: https://doi.org/10.3390/bdcc9020040
14. Muto V., Luongo S., Percuoco M., Ferretti M. Artificial Intelligence and the Great Reset: Impacts and Perspectives for Italian SMEs Business Model Innovation. Systems. 2024. Vol. 12, No. 9. Art. 330. DOI: https://doi.org/10.3390/systems12090330
15. Regulation (EU) 2024/1689 of the European Parliament and of the Council of 13 June 2024 laying down harmonised rules on artificial intelligence (Artificial Intelligence Act). EUR-Lex. URL: https://eur-lex.europa.eu/eli/reg/2024/1689/oj
16. Taiminen H. M., Karjaluoto H. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development. 2015. Vol. 22, No. 4. P. 633–651. DOI: https://doi.org/10.1108/JSBED-05-2013-0073
17. Kraus S., Gast J., Schleich M., Jones P., Ritter M. Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources. Journal of Macromarketing. 2019. Vol. 39, No. 4. P. 415–430. DOI: https://doi.org/10.1177/0276146719882746
18. Structural business statistics overview. Eurostat. Statistics Explained. URL: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Structural_business_statistics_overview
19. 20% of EU enterprises use AI technologies. Eurostat. News articles. URL: https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20251211-2
20. Transparency obligations under Article 50 of the AI Act. European Commission. Shaping Europe's digital future. URL: https://digital-strategy.ec.europa.eu/en/faqs/transparency-obligations-under-article-50-ai-act
Переглядів анотації: 0 Завантажень PDF: 0 Завантажень PDF: 0
Опубліковано
2026-09-30
Як цитувати
(1)
Vandzhura, Y. INTEGRATING ARTIFICIAL INTELLIGENCE INTO THE MARKETING ACTIVITIES OF SMALL AND MEDIUM-SIZED ENTERPRISES. fp 2026, 256-268.
Розділ
Статті
