Creativity of Artificial Intelligence (AI) Marketing Programs in the Market of Household Electric Generators

Abstract

Introduction. The global business community has not yet developed comprehensive effectiveness criteria of using AI as a marketing tool for mass market sales of household appliances. The latter can be fully correlated with the lack of analytical reviews regarding comparative effectiveness of trivial (partly outdated) marketing approaches and innovative schemes for AI use in the field of sales of household electric generators, which makes it urgent to conduct further scientific research on ranking of creativity levels, the so-called non-traditional AI marketing in the above-mentioned market segment. The purpose of the study is: 1) to rank creativity levels of the author's marketing tools generated with AI during sales of household electric generators in the course of clusterization of the factors of the market environment of the studied consumer segment; 2) to provide scientific justification for the essential content of the term "non-traditional AI marketing"; 3) to conduct a statistically reliable (p< 0.005) study of comparative effectiveness of the use of standard marketing tools and innovative marketing schemes of AI use in the field of sales of household electric generators. Materials and methods. In 2022-2024, 556 enterprises in Moscow and the Moscow region associated with the sale of household appliances used or innovative proprietary schemes of AI marketing or classical marketing tools. As part of the author's non-stencil AI marketing program, the following innovative marketing tools were used in the household electric generator market: 1) the method of expanding the sales funnel through lead generation; 2) the method of centralization of marketing data; 3) the omnichannel method. Results. The author's modification of the method of marketing data centralization within the framework of non-traditional AI technology identified for the first time in this study allowed marketers of the main group of studied enterprises in Moscow and the Moscow region over a 3-year period (at p < 0.005) to statistically significantly increase the culminating annual sales level of household electric generators from 10.43% in 2022 to 20.50% in 2024, as well as to increase over the same period the so-called market-leading (tolerant) quarterly sales level increased by 20.86% against the background of a decrease from 38.85% in 2022 to 19.42% in 2024 in the uneven seasonal (turbulent) level of monthly sales of these household appliances. At the same time, in the main group of enterprises studied, the so-called laminar, i.e. evenly-flowing level of monthly sales remained stable, while the meager (market-negligible) level of annual sales of household electric generators decreased from 16.19% in 2022 to 7.20% in 2024. In the control group of the experiment (also n=278 other enterprises of Moscow and the Moscow region with similar market characteristics, p < 0.005), where traditional marketing techniques were used (i.e. routine solution of marketing tasks using standard outdoor advertising, booklets, aggressive TV advertising) the culminating annual sales level of household electric generators increased by only 2.52% over the same period, and the market-leading (tolerant) quarterly sales level increased by only 5.75%. The enterprises of the control group of the experiment failed to get rid of the seasonal dependence of sales, since the uneven-seasonal (turbulent) level of monthly sales of these household appliances in this group of enterprises was at the level of 34.53% in 2022 and remained within 33.46% in 2024. Limitations of the study. The comparative effectiveness of the use of standard marketing tools and innovative marketing schemes for the use of AI in the field of sales of household electric generators was studied (only in the medium term, but not in the long term). Conclusion. Systematic use of the author's marketing tools, not previously described in the primary sources, allowed the main group of enterprises under study to increase the culminating annual sales of household electric generators from 10.43% in 2022 to 20.50% in 2024 over a 3-year period, as well as to increase the market-leading (tolerant) sales level by 20.86%. Ethics. The research was conducted in accordance with the principles of ethics in scientific economic research and approved by the local Ethics Committee of the Moscow Psychological and Social University, Moscow (Protocol No. 14 dated 11/12/2025). The author of the study submitted voluntary written informed consent, signed by him after explaining to him the potential ethical risks and benefits.