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Marketing has undergone a significant transformation, evolving from product-centric approaches to holistic consumer-centered ecosystems enhanced by digital technologies. Marketing 5.0 represents the intersection of human-centric values and advanced artificial intelligence (AI), enabling organizations to deliver hyper-personalized experiences, develop emotionally resonant brand identities, and engage consumers across dynamic digital touchpoints. This paper examines how Marketing 5.0 integrates artificial intelligence, machine learning, predictive analytics, and cognitive automation to reshape consumer engagement and brand management. Through a comprehensive literature review and conceptual analysis, the paper highlights AI’s role in advancing customer experience, sentiment analysis, product recommendation engines, social listening, and brand authenticity. It also discusses practical applications across industries, ethical challenges, and future implications for marketers. The findings suggest that AI-enabled Marketing 5.0 enables deeper customer insights, enhances brand loyalty, and supports purposeful branding, but requires strong governance structures to ensure responsible use. The paper concludes that the strategic synergy of AI and human creativity forms the foundation for next-generation marketing practices.
Key words: Marketing 5.0, Chatbots and voice assistants, customer experience, sentiment analysis