AI marketing and its role in enhancing e-commerce within economic enterprises: An analytical study of Tesla’s experience (2012–2024)

Abstract

This study investigates the role of artificial intelligence (AI) in transforming marketing strategies and enhancing e-commerce performance within economic enterprises, using Tesla’s experience from 2012 to 2024 as a case study. The primary objective is to examine how AI-powered marketing influences the traditional marketing mix (product, price, place, and promotion) and drives e-commerce growth. The research employs a dual methodological approach: a descriptive method to clarify core concepts and an analytical method to interpret the interplay between AI integration and marketing effectiveness. Key findings reveal that Tesla’s proprietary AI systems have enabled highly interactive, cost-effective digital marketing, significantly boosting online sales and customer engagement. Specifically, AI-driven product customization, dynamic pricing, direct distribution, and digital promotion—notably through CEO Elon Musk’s social media influence—have established Tesla as a leader in automotive e-commerce, with over 70% of vehicle sales conducted online. Despite external disruptions in 2024, Tesla’s AI-centric approach has ensured resilience and sustained growth. The implications suggest that AI-powered marketing is a dominant strategic direction for modern enterprises, offering cost efficiency, enhanced customer insights, and global market competitiveness. The study recommends widespread adoption of AI marketing across industries and emphasizes the need for organization-wide AI literacy.