Tracking Progress of AI Adoption: A Marketing Applications Taxonomy and Scorecard

Working Paper

Author(s): Kevin Lane Keller, Philip Kotler and Keith A. Richey

Jun 29, 2026

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Develops a taxonomy of marketing functions in five domains and maps relationships to support alternative pathways and a scorecard for AI adoption.

Topics

Marketing Capabilities Technology and AI

research recap

Implementing Marketing AI: A Taxonomy and Scorecard

This taxonomy of marketing functions can guide implementation of artificial intelligence from machine learning to generative AI. Enablement proceeds from Interpretation (research and analytics) to Direction (strategy and tactics) to Optimization. Engagement involves Creation of personalized products and services that drive customer Connection. AI implementation can proceed in either direction.

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