Kotler’s Marketing Principles Adapt to AI-Powered Landscape

The marketing principles established by Philip Kotler continue to hold significant relevance, even as artificial intelligence (AI) transforms the marketing landscape. Robert van der Zwart, a member of EO Netherlands and founder of the AIPO Network, argues that while AI alters the environment in which marketers operate, Kotler’s foundational concepts of segmentation, targeting, and positioning (STP), along with the four Ps—product, price, place, and promotion—remain crucial for success.

Advancements in AI have changed the way businesses interact with customers. Technologies such as Salesforce Einstein analyze customer journeys in real time, while generative AI platforms create marketing campaigns autonomously. These developments prompt a critical examination of whether Kotler’s principles still apply in a world increasingly influenced by AI.

Revisiting Segmentation, Targeting, and Positioning

Segmentation, targeting, and positioning used to rely on basic categories like demographics and geography. Now, they are driven by sophisticated data analysis. AI can process extensive behavioral and contextual data, including browsing patterns, purchase histories, and even emotional cues derived from customer interactions. This evolution means that targeting is no longer about broad segments; it requires the orchestration of millions of micro-moments in real time.

Positioning has also evolved. Today, brands must be adaptive, demonstrating personalized identities that resonate with individual customers. Entrepreneurs can leverage AI to discern not just who their customers are, but also when and how they engage most effectively. By 2030, effective positioning will hinge on timing and context as much as differentiation.

Transforming the Four Ps in an AI Era

With STP guiding marketing efforts, the four Ps still serve as a framework, but each element has been transformed by AI. As AI agents negotiate and personalize interactions at scale, some fear that customer intimacy may diminish. Contrary to this concern, AI can enhance understanding of customers as individuals. It connects various moments of the purchasing process, factoring in elements such as time of day, mood, and device usage.

This newfound ability to analyze data allows marketers to create deeper connections with consumers, fostering a level of intimacy that was previously unattainable. Nevertheless, complacency poses a risk. If brands rely solely on AI without thoughtful engagement, they risk losing authenticity and relevance.

In the AI era, a brand transcends its logo or slogan; it becomes a promise consistently fulfilled over time. As brands navigate this new landscape, they must ensure coherence across all customer interactions, whether through AI-driven chatbots or virtual brand ambassadors.

Building powerful brands in 2030 will require a balance between AI’s reach and human resonance. The most successful brands will be those that utilize AI to amplify the human experience rather than diminish it.

The Essential Skills for Marketers

As marketing continues to evolve, the skillset required will also change. Marketers will need both technical skills to harness AI and deeply human skills such as creativity and empathy. While AI enhances efficiency, it is these human qualities that ensure marketers remain indispensable.

Entrepreneurs in 2025 will find themselves on a journey. Those who have yet to experiment with AI are already at a disadvantage. Simple steps, like integrating generative AI tools into content workflows or employing predictive analytics for pricing strategies, can mark the beginning of this journey.

Kotler’s marketing principles are not obsolete; rather, they are more pertinent than ever, provided leaders reinterpret them in light of AI advancements. The four Ps are alive, dynamic, and data-driven. STP is no longer just about static segments but about real-time positioning in every customer experience.

The future belongs to those entrepreneurs who see AI as a collaborative partner rather than a replacement. While AI can scale operations, it is human imagination that inspires genuine connection. It is imperative for marketers to start experimenting with AI today, cultivating essential human skills that will resonate in the future. Ultimately, the mission remains unchanged: to create authentic value for the people who matter, at the right time and in the right way.