AI integrated Entrepreneurial Marketing and Social Impact: Examining the Link Between Market Orientation and Social Value Creation

Abstract

The rise of Artificial Intelligence (AI) in entrepreneurial marketing has introduced new opportunities for companies to actively contribute to social value creation as well as market strategies. It investigates the relationship between the entrepreneurial marketing field created by artificial intelligence and the market orientation, as well as the relationship between the latter and the social impact, particularly in relation to the needs of society supported by smart technologies in the formation and development of emerging enterprises. The study will delve into the use of AI-powered tools for understanding customer needs, analyzing market trends, customizing interactions, and optimizing strategic decisions. It also looks at how market orientation (measured as customer orientation, competitor sensitivity and sensitivity to market intelligence) is used in the development of socially beneficial products and services. The study also investigates the possibility of the entrepreneurial marketing with the help of AI tools to further improve resource efficiency, a reach of underserved target groups and inclusive business. Concurrently, it recognizes the issues of data privacy, algorithmic bias, technological access and ethical use of AI. The study aims to link technological innovation and entrepreneurial market orientation, with the aim of gaining deeper insights into the ways in which businesses can convert “market understanding” into “social value” that is measurable. The findings will offer valuable lessons to entrepreneurs, social entrepreneurs, policy makers, and marketing practitioners seeking to use AI in entrepreneurship in a responsible way. It highlights the importance of the balance between commercial aspects and social responsibilities for inclusive innovation, sustainable enterprise development and sustainable social well-being.