KUALA LUMPUR, June 30 -- Malaysian digital marketing agency Marvant Evolutions Sdn Bhd has urged businesses to adopt a more integrated approach to artificial intelligence, saying fragmented use of AI tools may no longer be enough as consumer behaviour changes.

In a statement, the Petaling Jaya-based agency said businesses should move towards what it described as "full-stack AI marketing", combining AI search optimisation, AI-generated content and workflow automation across the customer journey.

It said the shift was being driven by the growing role of AI search engines and digital assistants in how consumers discover information, products and brands online.

Marvant Evolutions said visibility was no longer shaped only by traditional sea...