International marketing in the digital and artificial intelligence era: Algorithmic intermediation, consumer engagement, and strategic transformation

Abstract

Digital transformation acceleration and the diffusion of Artificial Intelligence (AI) have profoundly reshaped international marketing strategy, challenging foundational assumptions of classical international marketing theory. Traditional models largely built on firm-centric control, country-based segmentation, and linear internationalization processes struggle to explain marketing behavior in digitally mediated global environments characterized by platforms, algorithms, and data decision systems. This study examines how international marketing tactics are reconfigured in the digital and AI era, emphasizing the role of algorithmic intermediation, consumer engagement metrics, and strategic adaptation across borders. Drawing on primary quantitative data collected through structured questionnaires administered to international marketing professionals, digital strategists, and industry experts, the study empirically investigates the effectiveness of AI-enabled marketing tactics in international contexts. The research identifies four dominant dimensions of contemporary international marketing strategy: algorithmic personalization, AI market intelligence, engagement-oriented performance metrics, and trust-based governance mechanisms. The findings indicate that engagement and algorithmically mediated tactics exert a stronger influence on perceived international marketing effectiveness than traditional market-based approaches. The study contributes to international marketing theory by integrating insights from digital internationalization and AI research, offering a reconceptualization of international marketing strategy under conditions of algorithmic governance. Managerial and policy implications for firms operating in AI global markets are discussed.