This research examines the socio-institutional foundations of contemporary marketing development with a specific focus on the role of artificial intelligence (AI) in ethnomarketing. Although marketing aims to develop universal strategies applicable across different cultural environments, there is a growing emphasis on the ethnocultural characteristics of the economy in practice and academic research. Traditional marketing approaches often fall short in addressing the nuanced needs of various ethnocultural groups. From this perspective, AI-driven tools are being increasingly utilized to analyze ethnocultural characteristics, consumer behavior, and market trends. The rise of AI offers tools for personalization, data analysis, and targeted advertising, enabling marketers to create more effective and culturally sensitive campaigns. AI offers sophisticated tools for understanding and engaging with diverse consumer segments, enhancing marketing effectiveness while also presenting unique challenges. The research discusses AI’s role in understanding cultural preferences, tailoring advertising strategies, and optimizing consumer engagement in multicultural markets. Ultimately, it underscores the importance of integrating AI-driven insights with ethnocultural awareness to develop more effective and inclusive marketing strategies.