Artificial intelligence integration in organic marketing: Pathways to Enhanced Engagement

Abstract

In an increasingly competitive digital landscape, the integration of Artificial Intelligence (AI) into organic marketing has emerged as a strategic imperative. This study examines the comparative effectiveness of three distinct approaches Traditional Organic, AI-Enhanced, and Fully AI-Driven marketing in driving audience engagement, while also exploring gender-based variations in response patterns. Data were collected from 120 respondents using a structured online questionnaire, with engagement measured on a 7-point Likert scale after exposure to each marketing approach. Statistical analyses included One-Way ANOVA with Tukey’s HSD post-hoc tests to evaluate differences across marketing types, and Independent Samples T-Test to assess gender effects. Results reveal statistically significant differences in engagement rates, with AI-Enhanced marketing achieving the highest mean engagement (4.45), outperforming Traditional Organic (2.48) and Fully AI-Driven (2.03) approaches. Gender analysis indicates a modest yet significant difference, with male respondents demonstrating slightly higher engagement than females. These findings reinforce theoretical perspectives from the Resource-Based View and Dynamic Capabilities Theory, highlighting the synergistic potential of combining AI capabilities with human creativity to optimize both efficiency and authenticity. The study contributes to the literature by providing a unified empirical comparison of AI integration levels in organic marketing and by demonstrating the continued relevance of demographic-informed personalization in AI-mediated contexts. Managerially, the results advocate for context-sensitive hybrid strategies that balance technological precision with human oversight. Limitations and avenues for future research are discussed, including larger sample validation and longitudinal analysis of evolving engagement patterns.