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Paper A

EVALUATION OF THE EFFECTIVENESS OF AI-BASED MARKETING STRATEGIES IN AZERBAIJAN'S LIGHT INDUSTRY

Kerimova M., Mammadova A., Jafarova Kh., Mammadov S. — 2026 — Zenodo (CERN European Organization for Nuclear Research)

peer reviewed journal article  ·  open access  ·  watchlist

Key findings

• Companies in Azerbaijan's clothing and textile sector that used AI tools — like software that predicts what customers want or automatically decides how to target ads — got better results at reaching the right customers and keeping them engaged.
• Using AI in marketing helped these companies cut costs, waste fewer resources, and react faster when the market changed — for example, adjusting promotions more quickly when demand shifted.
• The biggest roadblocks to adopting AI were the high upfront cost of the technology, weak internet and digital infrastructure in the country, and not having enough workers who know how to use these tools.
• Data privacy and ethical concerns (like how customer data is collected and used) were flagged as unresolved problems that companies need to deal with before scaling up AI marketing.

Marketing implications

• If you're advising a company in an emerging market thinking about AI marketing tools, use this as a checklist: before buying the software, check whether staff can actually run it and whether your data infrastructure can support it — these were the top failure points in this study.
• The finding that AI improved demand forecasting and personalization even in a resource-constrained market like Azerbaijan suggests that basic AI tools (not just enterprise-grade ones) can deliver value — so don't assume AI marketing is only for big tech-rich companies.
• Data privacy concerns slowed adoption here. If you're rolling out AI-driven customer targeting anywhere, get your privacy policy and data consent processes sorted first — it's not just a legal issue, it's a business blocker.

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