Since the early twenty-first century, rapidly advancing technological innovations have fundamentally transformed business and marketing strategies. Advanced technologies such as holograms, artificial intelligence (AI), virtual reality (VR), augmented reality (AR), mixed reality, and the metaverse have reshaped customer experiences. Experiential marketing applications with robots and 3D printers offer innovative solutions in service delivery. New technologies like information technology and the Internet of Things (IoT) have significantly contributed to the service sector, while the Internet and online marketing have transformed business operations and customer relationships. Airports and airlines are leveraging these technologies to provide unique experiences to customers and popularize experiential marketing practices. Digital maturity models play a crucial role in businesses’ digital transformation processes, with elements such as digital culture, technology, operations, and strategy being decisive in this process. The potential returns of technological investments and the balance between humans and technology are critical factors in the success of service delivery. This holistic perspective underscores the strategic importance of technology in marketing and the service sector, helping businesses gain a competitive edge in the digital age.