The Impact of Generative AI on Marketing Efficiency: Reducing Costs and Improving Economic Performance of SMEs

This study explores how the emergence of Generative Artificial Intelligence (GenAI) offers many new choices for small and medium-sized enterprises (SMEs) to improve marketing effectiveness and improve economic performance. However, most of the current research focuses on big companies, which still limits the understanding of how GenAI impacts marketing activities in SMEs with limited resources. Therefore, this study aims to identify a conceptual model, examine the impact of artificial intelligence on marketing effectiveness and their other factors on economic performance in the SME marketing market. In line with the theory of technology adoption and organizational capabilities, this study identifies the technological factors of GenAI including automation of personnel, data analysis and data-driven decision making, changing the perspective and showing their impacts on employee productivity and internal marketing. This research method is applied by combining, firstly, Delphi study to correct the model in the right direction and then quantitative survey to evaluate the relationships in the structures. Our research will provide empirical evidence that GAI helps to reduce budget, time and optimize greatly in human resources and better decision-making orientation, thereby improving marketing efficiency and contributing greatly to the economic efficiency of SMEs. The results of this research will contribute greatly when managers at the top of SMEs in applying AI to create accurate and effective marketing activities.