Selling Artificial Intelligence: How AI changes the rules of online smartphone offer presentations

Artificial intelligence (AI) is increasingly influencing e-commerce and product marketing strategies. This study explores the impact of AI integration in smartphones on offer presentation strategies in online marketplaces. Using the Marketing Mix (4P) framework, the research compares two smartphone models: the AI-enabled Samsung Galaxy S24 and its predecessor, the non-AI Galaxy S23. A dataset of 4,287 product listings was analyzed using the Mann-Whitney U test. Results reveal statistically significant differences in promotional, pricing, and distribution (place) strategies between the two models. The findings suggest that AI integration alters sellers’ strategic emphasis in online marketplaces. This study highlights the need for updated frameworks to understand marketing strategies in the age of AI-enhanced consumer technology.