The Revolution of Marketing through Artificial Intelligence Exploring Innovative Cases in an Emerging Market

DOI: https://doi.org/10.18543/bee.3241
Keywords: Artificial Intelligence (AI), Innovation, Digital Marketing, Value Creation, Mexican Companies

Abstract

Artificial Intelligence (AI) has become an essential catalyst for digital transformation in Marketing, revolutionizing processes and strategies in a dynamic and competitive business environment. This article analyzed how AI redefined business practices in an emerging market such as Mexico. It explores how companies integrated this technology to increase efficiency, foster innovation, and generate sustainable value. A theoretical-practical framework is proposed based on two models: (1) The Value Identification and Creation Model, and (2) The Marketing Cycle, divided into three key stages: Research, Strategy, and Action. This framework is illustrated with successful cases from three Mexican companies in different sectors: Arte Capital (Cacho-Elizondo & Casanueva, 2024), CEMEX (Castellanos & De la Colina, 2024) y Grupo Bimbo (Hidalgo et al., 2024).

Author Biography

Iñigo Calvo-Sotomayor, IPADE Business School

Professor and Head of the Marketing Department at IPADE Business School. Her research interests include commercial strategy, consumer behavior, branding, adoption processes of new technologies and innovations, eCommerce, multichannel strategy, and sustainable business development. She has been a visiting professor and speaker in business schools across Europe and Latin America. Her professional career began as a research and commercial engineer at the Mexican Institute of Electrical Research (IIE), and later she joined Procter & Gamble México in Brand Management. She has also worked as a strategic consultant and executive coach in France, Mexico and Latam. Dr. Cacho-Elizondo holds a Ph.D. in Management with a specialization in Marketing from HEC Paris, as well as a M.Sc. in Marketing & Strategy (Université Paris-Dauphine), an MBA (IPADE), a M.Sc. in Technology Management (University of Sussex), and a B.Sc. in Electronic Systems Engineering (ITESM). She is as well as Academic Director of In-Company Programs at IPADE Business School.

References

Artículos

Ambrosini V., Bowman, C., & Collier, N. (2010). Using teaching case studies for management research. Strategic Organization, 8(3), 206–229.

Huang, M.-H., & Rust, R. T. (2020). Artificial Intelligence in Service. Journal of Service Research, 24(1), 3–20. https://doi.org/10.1177/1094670520902266

Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9

Huang, M.-H., & Rust, R. T. (2024). Artificial Intelligence and the Future of Marketing. Journal of the Academy of Marketing Science, 52, 1–21.

Lapoule, P., & Lynch, R. (2018). The case study method: Exploring the link between teaching and research. Journal of Higher Education Policy and Management, 40(5), 485–500.

Nielsen, U. B., Hannibal, M., & Larsen, N. N. (2018). Reviewing emerging markets: Context, concepts and future research. International Journal of Emerging Markets, 13(6), 1679–1698. https://doi.org/10.1108/IJoEM-10-2017-0416

Casos

Cacho-Elizondo S. & Casanueva Fernández, A (2024). ARTE CAPITAL: Integrando Inteligencia Humana y Artificial para Revolucionar el Mundo del Arte. IPADE Business School. (2024). M 24 C 06.

Castellanos Rodríguez, C. & De la Colina Rincón, M. (2024). CEMEX TAVO: Desarrollo de la Venta Consultiva con apoyo de la Inteligencia Artificial. IPADE Business School. M 24 C 04.

Hidalgo Moreno, G., Chávez Solís, C., & Chávez Méndez, M. (2024). BIMBO: Creando Valor a través de la Inteligencia Artificial. IPADE Business School. M 24 C 03.

Sitios Web

Arte Capital. (2024). Sitio web oficial. www.artecapital.com.mx Consultado el 17 de febrero de 2025.

CEMEX. (2024). Sitio web oficial corporativo. www.cemex.com Consultado el 17 de febrero de 2025.

Grand View Research. (2024). AI in retail market size, share & trends analysis report by solution, by technology, by services, by region, and segment forecasts, 2024 - 2030. https://www.grandviewresearch.com/industry-analysis/ai-retail-market-report Consultado el 11 de abril de 2025.

Grupo Bimbo. (2024). Sitio web institucional. www.grupobimbo.com Consultado el 17 de febrero de 2025.

Performance Art. (2022). The Great Guide of Jochos & Burgers Case Study. www.performanceart.com/work/bimbo-great-guide-of-jochos Consultado el 17 de febrero de 2025.

VADB. (2023). International Fair Arte Capital. www.vadb.org Consultado el 11 de abril de 2025.

Published
2026-02-27
How to Cite
Calvo-Sotomayor, Iñigo. 2026. “The Revolution of Marketing through Artificial Intelligence Exploring Innovative Cases in an Emerging Market”. Bulletin of Economic Studies 80 (236), 207-25. https://doi.org/10.18543/bee.3241.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Articles

Copyright (c) 2026 Deusto Business Alumni

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

License:
Works published in this journal are available since 2021 under the Creative Commons Attribution-NonCommercial 4.0 International license - CC BY-NC 4.0. Content prior to 2021 is not covered by the journal's current Open Access policy.

Authors' Rights:
Authors retain copyright over their work published in the Bulletin of Economic Studies and grant the Bulletin of Economic Studies non-exclusive rights to exploit the work for layout, publication, and dissemination purposes. This license allows the Bulletin of Economic Studies to distribute, reproduce, and disseminate the work on its platform and through other media, subject to the conditions outlined in this notice.

Readers' Rights:
Readers may read, download, print, search, share (copy, redistribute, or link to full text), or adapt (remix, transform, and build upon the material) the content, provided that:

  • The materials are not used for commercial purposes.
  • The original work is properly cited, including the name of the author and the source.
  • Any modifications made to the original content are clearly indicated.

Commercial use of the materials is prohibited without the express permission of the authors. For clarity, commercial use is defined as any activity intended for financial gain or involving direct commercial exchange.

Conditions of Use:
The use of content must not infringe the rights of others or be used in a way that could damage the reputation of the author or the Bulletin of Economic Studies.

Responsibility for Content:
Authors are responsible for the content of their papers and the Bulletin of Economic Studies is not responsible for the opinions therein expressed.

More Information:
Open Access, Licensing, and Copyright Policy