AI IMPLEMENTATION IN MARKETING OF U.S. COMPANIES: EVIDENCE, CASE STUDIES, AND FORECASTS FOR RETAIL AND HEALTHCARE
Keywords:
Artificial intelligence; marketing analytics; personalization; generative AI; retail marketing; healthcare marketing; retail media networks; agentic commerce; customer engagement; privacy and regulation; incremental lift; marketing measurement.Abstract
Artificial intelligence (AI) has transformed U.S. marketing from periodic to continuous, algorithmic decision-making. The clear business impact stems from firms' access to data, enabling them to create individualized customer experiences at scale. This article examines AI implementation in marketing at retail and healthcare U.S companies. These economically significant sectors have different data access, regulations, and risk profiles. We blend peer-reviewed research on marketing AI. The goal is to see how they complement authoritative market statistics and proven case studies. The paper analyzes how AI creates marketing value through personalization systems, automated targeting, predictive analytics, and emerging agentic commerce. Retail implementations by Amazon, Starbucks, Walmart, Target, and Sephora demonstrate mature personalization and conversational commerce.
