The article examines the transformation of digital marketing communications in retail as an instrument for increasing business resilience to demand turbulence, supply disruptions, and rising costs. The purpose of the study is to provide a theoretical justification and operationalization of adaptive marketing strategies for retail chains through the integration of demand, availability, and price data into a single management loop, as well as to validate the resulting propositions using an applied case empirically. Relevance is framed by increasing frequency of market shocks and limitations; therefore, moving to real-time campaign management from traditional media plans. Methodology: Findings synthesis using a systematic literature review for 2022-2025, followed by validation on the City Capital Group case. Scientific novelty: Integrated holistic Sense–Decide–Act architecture for marketing communications. The contribution is in bringing out that signal-to-action time is central in measuring the effectiveness of any adaptive communication system. Key results: It is established here that a move to real-time campaigns eliminates between 10 and 20 percent of inefficient spend per week, with budgets reallocated to highly profitable microsegments, adding between 5 and 10 percent organic profit growth. Internal communications-enabled analytics integration reduces median response time below two-and-a-half hours and increases pipeline advance by 12 percent a quarter. The rising use of AI agents demands a product catalog and open APIs, which lowers both the cost of data exchange and the returns, too. Applied case shows that orchestrated Sense–Decide–Act increases tenant traffic and turnover due to budget flexibility and ability to scale successful initiatives fast; speed in closing the feedback loop forms a competitive advantage. The article will be helpful to researchers and practitioners of digital marketing, executives of retail chains, pricing and supply chain specialists, product and catalog managers, as well as data teams and ML engineers.

adaptive marketing, retail resilience, Sense–Decide–Act, generative AI, edge AI, microsegmentation, retail media, dynamic pricing

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