TRANSFORMATION OF MARKETING, ECONOMICS AND MANAGEMENT IN THE GENERATIVE ARTIFICIAL INTELLIGENCE ENVIRONMENT: AN INTEGRATIVE THEORETICAL MODEL
Received: 2026-05-30
Published: 2026-06-06
Abstract
This paper examines the complex impact of generative AI on marketing, economics, and management in the context of Uzbekistan's digital transformation. The core problem identified is the absence of a scientifically grounded and practically affordable AI integration roadmap for SMEs and public organizations in Uzbekistan. Drawing on McKinsey (2023), IMF (2024), WEF (2023), and national digital economy data, this study proposes the AI-Driven Integrated Management Model (AIBM) — a unified framework that simultaneously enhances marketing effectiveness, economic resilience, and organizational adaptability. The paper contributes a five-component theoretical model supported by five original diagrams and four comparative tables.
Keywords
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This work is licensed under a Creative Commons Attribution 4.0 International License.