Beyond Myopia: Marketing in the AI Era

Published on: June 10, 2025

Marketing Myopia in the Age of AI and Digital Transformation

A Reimagined Perspective for 2030

The fundamental purpose of any business remains to create and keep customers. However, as Levitt (1960) originally argued, firms often fall prey to “marketing myopia” when they lose sight of customer needs. Today, amid rapid technological advancements, artificial intelligence (AI), and digital transformation, companies face a modern form of myopia: an overreliance on technology, a fixation on short-term gains, and an inability to adapt to evolving consumer expectations.

Technological Overreliance: Tools vs. Outcomes

In today’s digital era, organizations invest heavily in AI, machine learning, and big data analytics, assuming these technologies will automatically drive customer satisfaction and growth. This approach, however, can be short-sighted. Instead of focusing solely on the tools, companies must prioritize the outcomes these technologies are meant to achieve. For instance, many organizations have deployed AI-driven customer service chatbots expecting improved service efficiency. Yet, as Davenport and Ronanki (2018) indicate, focusing solely on technology without enhancing the customer experience can result in impersonal interactions that detract from overall satisfaction.

The Limits of AI: Beyond Efficiency to Emotional Connection

AI has transformed business operations by personalizing experiences and predicting consumer behavior. Nonetheless, viewing AI as a cure-all is misleading. While AI can analyze vast datasets to predict purchasing behavior, it does not foster the emotional connections necessary for long-term brand loyalty. Gentsch (2018) emphasizes that although AI can forecast customer actions, it falls short of building the emotional bonds that drive sustained loyalty. Companies that rely exclusively on AI-driven efficiency risk reducing their brand to a commodity, similar to industries that once failed to evolve beyond their established technologies.

Embracing Platform Ecosystems

Another modern challenge is the underappreciation of platform ecosystems. Firms like Amazon, Google, and Apple have redefined entire industries by creating interconnected networks that bridge producers and consumers. In contrast, many traditional businesses continue to operate in isolation, mistakenly assuming full control over their value chains. The disruption of the media industry by streaming giants such as Netflix and Spotify demonstrate the risks of ignoring broader ecosystem dynamics. Cennamo and Santalo (2019) assert that companies failing to adapt to platform-based competition risk becoming niche players or facing obsolescence. Modern businesses must view themselves as integral parts of expansive, dynamic networks rather than isolated vendors.

The Imperative of a Long-Term Vision

Levitt’s original work emphasized that companies should focus on customers rather than merely on products. This insight is particularly relevant today when rapid technological change often drives a focus on short-term performance metrics. Industries especially in the tech sector frequently prioritize immediate gains over sustainable growth. Leaders must navigate a complex landscape laden with ethical considerations, regulatory challenges, and heightened societal expectations. A narrow focus on short-term success can erode trust and jeopardize long-term viability. Embracing a strategic, long-term vision that balances immediate performance with sustainable, ethical growth is essential. In this context, Koller (2020) notes that rapid innovations are reshaping industries, while insights from Smith and Taylor (2023) and Zimmerman and Wallace (2022) highlight how digital transformation and evolving R&D practices demand a balanced, forward-thinking approach.

Integrating Human Creativity with AI-Driven Insights

The future of marketing depends on harnessing both human intuition and AI-driven analytics. While AI can provide precise insights into consumer behavior and market trends, it is the creative spark of human marketers that crafts compelling narratives and forges lasting emotional connections. Kotler, Kartajaya, and Setiawan (2021) emphasize that the most effective marketing strategies integrate human creativity with data-driven insights. Companies that achieve this balance not only enhance operational efficiency but also cultivate a brand identity that resonates on a deeper, more personal level.

Conclusion: Overcoming the New Myopia

Modern businesses must ensure that technological innovations serve the primary goal of delivering genuine customer value. To overcome modern marketing myopia, companies should use AI and digital tools to enhance customer outcomes rather than viewing them as the ultimate objective, integrate into broader platform ecosystems, and balance short-term metrics with sustainable, ethical growth. Additionally, blending the analytical power of AI with human creativity can forge authentic, lasting connections with customers. Ultimately, reinterpreting Levitt’s seminal ideas for the digital age reinforces that while tools and technologies evolve, the fundamental principle of marketing understanding and serving customer needs remains unchanged.

References

Cennamo, C., & Santalo, J. (2019). Platform ecosystems: How to thrive in the new world of business. Harvard Business Review Press.

Davenport, T. H., & Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96(1), 108–116.

Gentsch, P. (2018). AI in marketing, sales and service: How marketers without a data science degree can use AI, big data and bots. Springer.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.

Levitt, T. (1960). Marketing myopia. Harvard Business Review.

Koller, G. (2020). Innovations and disruptions in the energy sector: A new era. Energy Journal, 44(2), 72–85.

Smith, J., & Taylor, P. (2023). The digital transformation of industries: Lessons from Apple and Google. Journal of Business Innovation, 56(1), 101–114.

Zimmerman, T., & Wallace, D. (2022). R&D and market evolution in the tech sector. Technology and Business Strategy, 49(3), 121–135.

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Cite this Article

Mbarek, I. (2025). Beyond Myopia: Marketing in the AI Era. Societal & Behavioral Review. Retrieved from: https://www.ssbrc.com/beyond-myopia-marketing-in-the-ai-era/