International Congress on Eurasian Economies
15-16 October 2026 – Sarajevo - Bosnia and Herzegovina
Paper properties
Paper ID : 3000
Status : Paper submitted to journal
Language : English
Topic : Sectoral Analyses
Presenter: Asst. Prof. Dr. Kemal Gökhan Nalbant
Session : 5A Sectoral Analysis
Artificial Intelligence in The Digital Economy: Transformation Of Marketing And Competition Strategies in the Eurasian Region
Artificial Intelligence in The Digital Economy: Transformation Of Marketing And Competition Strategies in the Eurasian Region
- Asst. Prof. Dr. Kemal Gökhan Nalbant (Istanbul Beykent University, Türkiye)
- Asst. Prof. Dr. Sevgi Aydın (Istanbul Beykent University, Türkiye)
Abstract
The advent of data-driven decision-making tools has transformed the competitive landscape of marketing tactics in Eurasia. Various applications of technology may exclude smaller enterprises. This study examines the academic dimensions of regional economic integration and explores practical approaches to enhance equitable growth, thereby improving market efficiency and fostering cross-border collaboration through innovative marketing strategies. This research employs a combination of quantitative and qualitative methodologies, featuring case studies from member states of the Eurasian Economic Union (EAEU) and an analysis of industry marketing expenditures from 2018 to 2023. Regression models and theme coding analyze data from industry reports, regional trade databases, and customer behavior studies to assess the evolution of digital marketing usage over time. Research indicates that investment in digital skills and the establishment of clear legislation are essential for the adoption of inclusive marketing innovations. Increased consistency in cross-border data governance could be achieved through government support for small businesses and the promotion of public-private collaborations. The research identified that geographical constraints are crucial for balancing equitable access and technical advancement.
JEL codes: O33, F15, M31
