Advisers

Reynold R. Bangalisan, LPT

Discipline

Marketing

Abstract

This study investigates the effectiveness of AI-Integrated marketing strategies for emerging micro-sized enterprises in Novaliches Bayan, Novaliches, Quezon City, using Davis’ (1989) Technology Acceptance Model as a framework, the research examines how factors such as Perceived Usefulnessness (PU), Perceived Ease of Use (PEOU), Attitude Toward Use (ATU), Behavioral Intention to Use (BI), and Actual Use (AU) influence the adoption of Artificial Intelligence in marketing practices. Using a descriptive-quantitative research design, the study surveyed 20 micro-sized enterprises (MSE) owners or employees through purposive sampling. A validated questionnaire was employed to assess the perceived effectiveness of AI-integrated marketing strategies. This study finds that newly established food and beverage businesses are already adopting AI-enhanced marketing to boost efficiency and outreach. However, while the perceived usefulness of AI is high, its actual effectiveness is hindered by low "ease of use" and a lack of technical preparedness among owners. Statistical analysis highlights that a firm’s industry type and direct exposure to specific AI tools are more critical to success than general digital literacy. To overcome primary barriers—namely high implementation costs, limited technical knowledge, and insufficient training—the research proposes a three-stage strategy focused on capacity enhancement, easy integration, and continuous optimization to help MSEs successfully navigate AI adoption within their resource constraints. The paper thus identifies that while micro-sized enterprises understand the value of AI-enabled marketing tools, factors such as ease of implementation and costs act as limiting constraints to the effective usage of AI marketing tools. In the light of the proposed research, MSEs can make the most of the potential benefits of AI marketing tools by properly identifying the perceived ease of use and perceived usefulness factors of the Technology Adoption Model and implementing interventions in the form of AI literacy and ease of access to affordable tools and adoption strategies of AI marketing tools.

Keywords

marketing strategies, technology acceptance model (tam), micro-sized enterprises (mses), artificial intelligence adoption