Publication Details
Abstract
The article develops a conceptual and applied framework for improving the management of innovative marketing processes at enterprises on the basis of digital platforms and artificial intelligence (AI) technologies. A six-layer architecture of an AI-driven innovative marketing management system is proposed, in which data sources, the digital platform, AI services, marketing processes, governance and competences are treated as interdependent elements. A digital marketing maturity index (DMI) with a five-level scale is constructed and applied to a sample of 144 industrial and trade enterprises of the Republic of Uzbekistan surveyed in 2025–2026. The predictive capability of the framework is tested on the monthly sales data of eleven pilot enterprises (2019–2025, 726 series-months): an ensemble of gradient boosting and long short-term memory networks reduces the mean absolute percentage error of demand forecasts from 24.7 % (expert judgement) to 8.4 %. Panel regression on 144 enterprises over five years (720 observations) with fixed effects shows that a one-point increase in the DMI is associated with an increase in the return on marketing investment of 21.4 percentage points and a reduction in the commercialization cycle of 1.9 months. A six-stage roadmap of implementation with a duration of 20 months and an estimated cost of 2.8–4.1 % of annual revenue is elaborated, and three scenarios of development up to 2030 are quantified. The results can be used by industrial enterprises, sectoral ministries and bodies of state support of entrepreneurship.