Marketing, Quo Vadis?

Artificial intelligence is redefining marketing tools, processes, and skills, raising profound questions about the future role of the discipline. Starting from this scenario, a perspective is proposed that enhances the evolutionary resilience of marketing and reaffirms its strategic centrality. Indeed, marketing remains essential as a builder of trust, a generator of differentiation, and a guide to sensemaking processes. In doing all this, it contributes to sustainable development and inclusion, extending to the new inequalities generated by digital technologies.