Kotler’s Marketing Principles Adapt to AI’s Evolving Landscape

In an era defined by rapid technological advancements, the marketing principles established by Philip Kotler continue to resonate, even as artificial intelligence (AI) reshapes the industry. Robert van der Zwart, a member of the EO Netherlands and founder of AIPO Network, argues that while AI has transformed marketing dynamics, Kotler’s foundational concepts remain relevant and require a fresh perspective.

Kotler’s marketing framework revolves around three core concepts: segmentation, targeting, and positioning (STP), supplemented by the four P’s: product, price, place, and promotion. As AI technology evolves, these principles do not become obsolete; instead, they gain new dimensions that marketers must navigate.

Transforming STP in the AI Era

Historically, Kotler’s approach to STP emphasized dividing customers into distinct groups based on demographics, geography, or psychographics. In today’s landscape, this segmentation is profoundly enhanced by AI’s ability to analyze vast amounts of behavioral and contextual data, such as browsing patterns and purchase histories.

With tools like Salesforce Einstein, marketers can now identify not only who their customers are but also when and how they are most receptive. Targeting has evolved from simple segment outreach to managing millions of micro-moments in real time. Similarly, positioning has transitioned from static brand messaging to dynamic identities that adapt to individual customer interactions. Entrepreneurs are encouraged to leverage AI to ensure their positioning strategies are timely and contextually relevant.

Reimagining the Four Ps for Modern Marketing

As businesses embrace AI, the four P’s of marketing require a re-evaluation. Traditionally, these elements provided a roadmap for marketers, but now, AI has transformed their application. Customer intimacy may seem diminished with the rise of AI agents negotiating and personalizing offers. Yet, AI allows businesses to better understand customers as individuals rather than mere consumers.

For example, AI can track the time of purchase, customer mood, and even the device used, allowing for a nuanced understanding of customer context. This insight can foster deeper connections, provided marketers remain engaged and purposeful in their interactions. As van der Zwart warns, complacency poses a risk; if brand leaders rely on AI without introspection, they could create superficial brands devoid of genuine connection.

In this AI-dominated landscape, brands must ensure coherence across all touchpoints, whether human or machine. A synthetic brand ambassador conducting a focus group in Singapore must reflect the same values as an AI-driven chatbot assisting a customer in New York. The most powerful brands in 2030 will be those that use AI to amplify human meaning instead of automating it.

AI will demand a new skillset from marketers, combining technical proficiency with essential human qualities. Technical skills will involve understanding AI tools and their applications, while human skills will encompass creativity, empathy, and adaptability in an evolving environment.

As entrepreneurs look toward 2025, they must embark on a journey of experimentation with AI. Simple integrations, such as adopting generative AI for content creation or utilizing predictive analytics for pricing, can lay the groundwork for future innovation.

Kotler’s principles remain vital in this new paradigm; they must be interpreted through the lens of AI. The four P’s are alive and adaptable, while STP is now about positioning in every micro-moment of the customer experience. Those who view AI as a partnership rather than a replacement will likely thrive.

In conclusion, while the tools of marketing may have transformed, the mission remains unchanged: create genuine value for customers at the right time and in the right manner. Marketers are encouraged to begin experimenting today, embracing both AI and their innate human skills to navigate this evolving landscape confidently.