PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v9i7.15334ArticleEmpowerment Mechanisms and Innovation Paths of Artificial Intelligence Marketing from the Perspective of Human-Machine Collaborationhttps://artdesignp.com/journal/PBES/9/7/10.26689/pbes.v9i7.15334ZhuRuiying2026972026-07-29Artificial intelligence is transforming marketing from an efficiency-enhancing tool into a new paradigm of human-machine collaboration. This study examines the conceptual evolution of AI in marketing through a theoretical lens, tracing its progression from a technical tool to a strategic core and ultimately evolving into a collaborative ecosystem. The paper analyzes the comprehensive mechanisms of AI integration into STP strategy and the 4P framework, and identifies three pathways for advancing marketing innovation through human-machine synergy. Relevant research indicates that collaboration between humans and AI does not imply machine replacement but rather achieves a dynamic balance between skill transfer and capability reconfiguration, liberating humans from routine tasks to focus on innovation and strategic planning. Future marketing competition will shift from mere technological prowess comparisons to comprehensive evaluations of human-machine collaboration effectiveness and value creation capabilities.

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