Through the lens of established marketing and technology adoption theories, this paper examines the complexities involved in marketing smart consumer products to global millennial consumers. It discusses the key challenges and opportunities that marketers face, which are supported by academic literature. Digital interconnectivity, data abundance, AI integration, and evolving consumer expectations are the driving forces behind the complexity of marketing smart consumer products, as demonstrated in the review. To manage this complexity, marketing practices must be strategically, data-informed, and human-centered. Further, the findings highlight the significance of cultural sensitivity, global-local positioning, and adaptive marketing strategies that cater to the distinct desires and expectations of millennials in diverse regions. To advance both theoretical and practical understanding, future research should investigate the longitudinal effects, cross-cultural dynamics, and ethical considerations in AI-driven marketing.
Authors: Theodore Tarnanidis, Vijaya Kittu Manda, Bruno Barbosa Sousa, Maro Vlachopoulou, Evridiki Papachristou
DOI: https://doi.org/10.4018/979-8-3373-2111-0.ch001
Publish Year: 2025
