마케팅용 인공지능(AI) 시장 : 기술, 용도, 전개, 조직 규모, 산업 분야별 - 세계 예측(2025-2032년)

The Artificial Intelligence in Marketing Market is projected to grow by USD 57.29 billion at a CAGR of 19.42% by 2032.

An authoritative introduction that positions artificial intelligence as a strategic accelerator for marketing performance while highlighting governance and ecosystem considerations

The accelerating integration of artificial intelligence across marketing functions is reshaping how organizations attract, engage, and retain customers. This introduction frames AI in marketing as a strategic enabler rather than a point solution, emphasizing its role in elevating personalization, optimizing media investments, and automating creative and operational workflows. By positioning AI as both a capability and a set of practices, leaders can move beyond pilot fatigue toward scalable programs that deliver measurable improvements in efficiency and customer relevance.

Recent advances in machine perception, natural language understanding, and predictive analytics have broadened the set of marketing problems that AI can address. These capabilities are now embedded across programmatic advertising, content production, conversational experiences, and measurement frameworks, enabling marketers to shift from rule-based tasks to outcome-driven orchestration. As a result, organizations that adopt rigorous governance and cross-functional operating models are better equipped to translate experimental wins into consistent commercial returns.

This introduction also underscores the importance of ecosystem thinking. Vendors, creative partners, data providers, and cloud and hardware suppliers each influence the velocity and sustainability of AI adoption. Consequently, executives must balance investment in proprietary capabilities with strategic partnerships, ensuring that governance, talent development, and technology roadmaps remain aligned with evolving consumer expectations and regulatory environments.

A forward-looking analysis of how AI-driven personalization, unified measurement, and generative creative are redefining marketing operations and governance requirements

Marketing is undergoing a wave of transformative shifts as AI moves from niche experimentation to operationalized capability across the customer lifecycle. One of the most visible shifts is the transition from static segmentation to continuous, AI-driven personalization that adjusts messaging and creative in near real time based on signals from consumers and contextual data. This enables more relevant interactions at scale and redefines how brands think about customer journeys and lifetime value.

Another major shift is the consolidation of measurement and optimization around unified data fabrics and event-driven architectures. AI-powered attribution and incrementality modeling are replacing legacy heuristics, empowering marketers to allocate spend more precisely and to iterate creative with measurable ROI focus. Moreover, the democratization of AI through prebuilt APIs and low-code platforms is flattening the access curve, allowing smaller teams to deploy sophisticated capabilities while increasing the importance of vendor selection and integration discipline.

Simultaneously, creative production is evolving as generative methods enable rapid prototyping of copy, imagery, and video. This reduces time-to-market for campaigns but also raises questions about brand consistency, IP management, and ethical guardrails. Finally, privacy and regulatory developments are intersecting with AI capability maturation, forcing a re-evaluation of data strategies, consent management, and cross-border operations. Together, these shifts demand that marketing leaders invest in talent, governance, and infrastructure to harness AI effectively and responsibly.

A strategic analysis of how recent United States tariff measures are reshaping AI infrastructure procurement, vendor sourcing, and data residency decisions across marketing ecosystems

The cumulative impact of recent tariff developments originating from United States trade policy in 2025 has introduced new variables into the cost structures and operational plans of marketing technology and infrastructure providers. Tariff-related friction affects hardware supply chains that underpin data centers and edge computing, influencing the availability and cost of GPUs, specialized accelerators, and networking equipment that power large-scale AI workloads. These pressures cascade to cloud service providers, systems integrators, and hardware-dependent vendors, prompting re-negotiations of procurement strategies and longer lead times for critical components.

Beyond hardware, tariffs influence the economics of cross-border software licensing, vendor partnerships, and outsourced creative production. Marketing organizations that rely on global creative factories or ad tech stacks with multinational supply chains are reassessing sourcing models to mitigate duty exposure and latency risk. This reassessment often leads to a preference for regional suppliers or bundled service agreements that internalize customs complexity and reduce exposure to tariff volatility.

Tariff dynamics also interact with data governance and compliance, as companies weigh the trade-offs between onshore deployments and cloud-based offerings hosted in different jurisdictions. Some enterprises are accelerating segmentation of workloads to keep sensitive data and core inference systems within preferred geographies, while offloading non-sensitive workflows to lower-cost regions. In aggregate, these adaptations increase the emphasis on resilient architecture, supplier diversification, and scenario planning. Marketing leaders should therefore integrate trade-policy sensitivity into procurement, vendor risk assessment, and total-cost-of-ownership discussions to preserve agility in campaign planning and technology roadmaps.

A comprehensive segmentation analysis that maps technologies, applications, deployment choices, organizational profiles, and industry verticals to strategic AI marketing priorities

Segmentation-driven insights reveal where AI investments are concentrated and how capability choices map to marketing objectives. Based on Technology, the landscape spans Computer Vision, Data Analytics, Deep Learning, Machine Learning, and Natural Language Processing; within Computer Vision, Image Recognition and Video Analytics enable automated asset classification and scene understanding that improve ad targeting and content moderation; Data Analytics breaks down into Descriptive Analytics, Predictive Analytics, and Prescriptive Analytics, each supporting progressively prescriptive campaign actions; Deep Learning encompasses Convolutional Neural Networks, Generative Adversarial Networks, and Recurrent Neural Networks which underpin image generation, sequence modeling, and creative synthesis; Machine Learning includes Reinforcement Learning, Supervised Learning, and Unsupervised Learning that optimize bidding strategies, response prediction, and emergent audience discovery; and Natural Language Processing covers Language Translation, Sentiment Analysis, and Text Generation powering multilingual content, brand health monitoring, and automated copy creation.

Based on Application, deployments range from Ad Personalization, Campaign Management, Chatbots, Content Generation, Customer Segmentation, and Lead Generation; Ad Personalization includes Dynamic Creative Optimization and Real-Time Bidding, enabling responsive creative swaps and auction-time decisions; Campaign Management comprises Email Campaign Management and Social Media Campaign Management for lifecycle outreach and cross-channel orchestration; Chatbots differentiate between AI Chatbots and Rule-Based Chatbots to balance conversational depth with deterministic flows; Content Generation spans Automated Copywriting, Image Generation, and Video Generation, accelerating creative iteration; Customer Segmentation uses Behavioral Segmentation, Demographic Segmentation, and Psychographic Segmentation to refine targeting; and Lead Generation combines Automated Outreach with Predictive Lead Scoring to increase pipeline efficiency.

Based on Deployment, choices between Cloud and On-Premise deployments influence latency, control, and compliance trade-offs, shaping where inference and training workloads reside. Based on Organization Size, Large Enterprises prioritize integration, governance, and vendor consolidation while Small & Medium Enterprises emphasize turnkey solutions, cost-effectiveness, and rapid time-to-value. Based on Industry Vertical, applications differ across BFSI, Healthcare, IT and Telecom, Manufacturing, Media and Entertainment, and Retail; within Manufacturing, Automotive, Consumer Electronics, and Industrial Manufacturing present distinct use cases from personalized aftersales communications to predictive maintenance messaging, and within Media and Entertainment, Gaming, Publishing, and Streaming Services focus on audience engagement, content recommendation, and monetization strategies. These segmentation layers inform technology roadmaps and procurement priorities, helping leaders identify adjacent capabilities that accelerate impact without disproportionate risk.

A nuanced regional assessment that contrasts regulatory environments, infrastructure maturity, and adoption patterns across the Americas, Europe Middle East and Africa, and Asia-Pacific

Regional dynamics shape the adoption pace, regulatory constraints, and partner ecosystems that marketing teams must navigate. In the Americas, investment tends to prioritize rapid innovation, ecosystem partnerships, and programmatic sophistication, with a strong emphasis on integrating AI into media buying and customer experience platforms. This region also features advanced data infrastructure and a robust vendor landscape, which together enable more experimental deployments, though privacy regulations and state-level data rules require careful compliance architectures.

Across Europe, Middle East & Africa, varied regulatory regimes and linguistic diversity drive differential adoption patterns. Stricter privacy frameworks and heightened scrutiny of algorithmic transparency encourage investments in explainability, consent-first data models, and localized creative strategies. Markets in this region often favor interoperable standards and vendor solutions that can be tailored to multiple legal regimes and languages, which in turn fosters growth in specialist providers focused on compliance and localization.

In Asia-Pacific, the competitive pressure to adopt AI at scale is intense, with a mix of highly digitized markets and rapidly modernizing economies. This region often leads in mobile-first experiences, social commerce integration, and platform-driven ad ecosystems, producing use cases that emphasize lightweight on-device inference, real-time personalization, and creative automation tailored to high-frequency consumer interactions. Each regional posture influences partnership selection, deployment models, and talent strategies, making geographic sensitivity a key element of any global AI marketing program.

A detailed vendor and ecosystem appraisal that differentiates infrastructure heavyweights, platform suites, and niche specialists while emphasizing partnership and integration criteria

The competitive landscape among vendors and solution providers is defined by a spectrum that ranges from infrastructure and cloud specialists to creative platforms and niche AI boutiques. Infrastructure providers focus on scalable compute, inference acceleration, and data governance tools, while platform vendors bundle analytics, campaign management, and creative automation into end-to-end suites. Niche providers differentiate on domain expertise, offering tailored models and verticalized features for industries such as financial services, healthcare, and retail.

Partnership models are increasingly important as no single vendor typically covers the full stack of needs for sophisticated marketing organizations. Systems integrators and consultancies play a pivotal role in stitching together best-of-breed components, implementing governance, and enabling change management. Meanwhile, data providers and identity-resolution specialists remain central to building persistent consumer profiles, especially where first-party data strategies are being prioritized.

Buy-side teams should evaluate potential suppliers on criteria that include model explainability, data lineage, latency guarantees, and support for regional compliance. Equally important are the vendor roadmaps and openness to co-innovation, as the pace of AI evolution means that long-term product fit will depend on the partner's ability to adapt and to collaborate on bespoke use cases. Leadership teams that balance strategic platform commitments with tactical integrations gain the flexibility to iterate rapidly while preserving control over critical capabilities.

Actionable recommendations for leaders to build governance, modular architectures, talent, and measurement systems that enable scalable and responsible AI adoption in marketing

Leaders should take decisive actions to capture AI-driven value while managing attendant risks. First, prioritize governance frameworks that codify data ethics, model validation, and explainability requirements across use cases; establishing cross-functional committees that include legal, privacy, and product stakeholders reduces operational friction and increases stakeholder confidence. Second, invest in modular architectures and API-first platforms that permit incremental adoption without vendor lock-in, enabling teams to swap models or integrate new data sources as needs evolve.

Talent strategies must blend internal capability-building with strategic external hires. Upskilling marketing teams in data literacy and model interpretation accelerates adoption, while targeted recruitment of data engineers and ML engineers ensures operational robustness. Procurement and vendor-management practices should be updated to assess total cost of ownership, resilience to trade policy shifts, and support for regional compliance. Additionally, embed measurement frameworks that prioritize experimental design and continuous validation so that investments in AI translate into verifiable business outcomes.

Finally, leaders should pilot generative creative initiatives with clear brand and IP guardrails, and pair these pilots with policy and training to mitigate misuse. By combining governance, modular technology choices, talent development, and disciplined measurement, organizations can scale AI responsibly and sustainably in their marketing organizations.

A transparent research methodology that integrates anonymized executive interviews, technical literature synthesis, and case study analysis to derive practical and validated insights

This research synthesizes primary and secondary inputs to construct an evidence-based perspective on AI in marketing, combining stakeholder interviews, vendor briefings, and technical literature reviews with practical case studies and documented deployments. Primary inputs include structured discussions with marketing executives, data scientists, and solution architects who described implementation challenges, success factors, and governance approaches. These interviews were anonymized and analyzed to identify recurring themes in adoption, procurement, and integration practices.

Secondary inputs consist of technical documentation, vendor white papers, and peer-reviewed research that detail algorithmic approaches, performance trade-offs, and deployment considerations. Together, these sources were evaluated for methodological rigor and relevance to enterprise marketing contexts, with particular attention to reproducibility and operational constraints. Case studies were selected to represent diverse organization sizes, industry verticals, and deployment models, illustrating how different constraints shape architectural and organizational choices.

Analytical methods included comparative capability mapping, scenario analysis for supply chain contingencies, and qualitative coding of interview transcripts to surface governance and talent patterns. Throughout, emphasis was placed on actionable insights rather than speculative projections, ensuring that recommendations are grounded in observed practice and validated approaches that marketing leaders can adapt to their own operating environments.

A decisive conclusion emphasizing the need to institutionalize AI capabilities through governance, measurement, and resilient procurement to realize sustained marketing value

In conclusion, artificial intelligence is transforming marketing from a series of tactical activities into an integrated, data-driven discipline where personalization, creative automation, and measurement converge. Organizations that pair ambitious technology adoption with robust governance, modular architecture choices, and talent development will be best positioned to capture the benefits while containing risk. The cumulative effects of trade policy, regional regulation, and vendor dynamics underscore the need for resilient procurement and deployment strategies that reflect both geopolitical and operational realities.

Successful programs view AI as a capability that must be institutionalized through cross-functional processes and continuous validation rather than as a set of isolated pilots. By aligning investment decisions with clear measurement frameworks and by maintaining flexibility in vendor relationships, marketing leaders can reduce execution risk and accelerate time-to-impact. Ultimately, the organizations that win will be those that balance strategic clarity with practical implementation discipline, turning AI potential into sustained customer value.

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Generative AI models producing dynamic personalized ad creatives at scale for higher engagement
• 5.2. Real time AI driven sentiment analysis integrated into social listening for proactive engagement
• 5.3. Automated AI based campaign budget allocation and optimization powered by reinforcement learning
• 5.4. Personalized omnichannel customer journey orchestration using AI driven predictive analytics and triggers
• 5.5. Explainable AI tools for transparent marketing decision making and compliance with emerging regulations
• 5.6. AI powered virtual brand ambassadors delivering immersive experiences across metaverse and AR channels
• 5.7. AI driven predictive lead scoring integrated with dynamic account based marketing workflows and insights
• 5.8. Voice search optimization and conversational commerce strategies enabled by conversational AI platforms
• 5.9. Multimodal AI content generation combining text image and video personalization for enhanced customer engagement
• 5.10. Privacy preserving AI techniques including federated learning and differential privacy for customer data security

6. Cumulative Impact of United States Tariffs 2025

7. Cumulative Impact of Artificial Intelligence 2025

8. Artificial Intelligence in Marketing Market, by Technology

• 8.1. Computer Vision
  • 8.1.1. Image Recognition
  • 8.1.2. Video Analytics
• 8.2. Data Analytics
  • 8.2.1. Descriptive Analytics
  • 8.2.2. Predictive Analytics
  • 8.2.3. Prescriptive Analytics
• 8.3. Deep Learning
  • 8.3.1. Convolutional Neural Networks
  • 8.3.2. Generative Adversarial Networks
  • 8.3.3. Recurrent Neural Networks
• 8.4. Machine Learning
  • 8.4.1. Reinforcement Learning
  • 8.4.2. Supervised Learning
  • 8.4.3. Unsupervised Learning
• 8.5. Natural Language Processing
  • 8.5.1. Language Translation
  • 8.5.2. Sentiment Analysis
  • 8.5.3. Text Generation

9. Artificial Intelligence in Marketing Market, by Application

• 9.1. Ad Personalization
  • 9.1.1. Dynamic Creative Optimization
  • 9.1.2. Real-Time Bidding
• 9.2. Campaign Management
  • 9.2.1. Email Campaign Management
  • 9.2.2. Social Media Campaign Management
• 9.3. Chatbots
  • 9.3.1. AI Chatbots
  • 9.3.2. Rule-Based Chatbots
• 9.4. Content Generation
  • 9.4.1. Automated Copywriting
  • 9.4.2. Image Generation
  • 9.4.3. Video Generation
• 9.5. Customer Segmentation
  • 9.5.1. Behavioral Segmentation
  • 9.5.2. Demographic Segmentation
  • 9.5.3. Psychographic Segmentation
• 9.6. Lead Generation
  • 9.6.1. Automated Outreach
  • 9.6.2. Predictive Lead Scoring

10. Artificial Intelligence in Marketing Market, by Deployment

• 10.1. Cloud
• 10.2. On-Premise

11. Artificial Intelligence in Marketing Market, by Organization Size

• 11.1. Large Enterprises
• 11.2. Small & Medium Enterprises

12. Artificial Intelligence in Marketing Market, by Industry Vertical

• 12.1. BFSI
• 12.2. Healthcare
• 12.3. IT And Telecom
• 12.4. Manufacturing
  • 12.4.1. Automotive
  • 12.4.2. Consumer Electronics
  • 12.4.3. Industrial Manufacturing
• 12.5. Media And Entertainment
  • 12.5.1. Gaming
  • 12.5.2. Publishing
  • 12.5.3. Streaming Services
• 12.6. Retail

13. Artificial Intelligence in Marketing Market, by Region

• 13.1. Americas
  • 13.1.1. North America
  • 13.1.2. Latin America
• 13.2. Europe, Middle East & Africa
  • 13.2.1. Europe
  • 13.2.2. Middle East
  • 13.2.3. Africa
• 13.3. Asia-Pacific

14. Artificial Intelligence in Marketing Market, by Group

• 14.1. ASEAN
• 14.2. GCC
• 14.3. European Union
• 14.4. BRICS
• 14.5. G7
• 14.6. NATO

15. Artificial Intelligence in Marketing Market, by Country

• 15.1. United States
• 15.2. Canada
• 15.3. Mexico
• 15.4. Brazil
• 15.5. United Kingdom
• 15.6. Germany
• 15.7. France
• 15.8. Russia
• 15.9. Italy
• 15.10. Spain
• 15.11. China
• 15.12. India
• 15.13. Japan
• 15.14. Australia
• 15.15. South Korea

16. Competitive Landscape

• 16.1. Market Share Analysis, 2024
• 16.2. FPNV Positioning Matrix, 2024
• 16.3. Competitive Analysis
  • 16.3.1. salesforce.com, inc.
  • 16.3.2. Adobe Inc.
  • 16.3.3. Oracle Corporation
  • 16.3.4. International Business Machines Corporation
  • 16.3.5. Microsoft Corporation
  • 16.3.6. SAP SE
  • 16.3.7. Amazon.com, Inc.
  • 16.3.8. Alphabet Inc.
  • 16.3.9. SAS Institute Inc.
  • 16.3.10. HubSpot, Inc.