The performance promise of smart products is high, but many products and services do not live up to this claim. If perfect smartness is understood to mean fully self-learning and self-deciding digitalized processes and products, then there is still a long way to go before smartness is centrally controlled by artificial intelligence. If it is assumed that product, sales, market, and integrated marketing are central marketing performativities, then they can be discussed on the basis of four levels of smartness: 1) supporting marketing management with digital data analysis, 2) automated marketing, 3) context understanding, 4) autonomous and self-organizing marketing autonomy. From today's perspective, level four corresponds to perfect marketing smartness. Work is currently being carried out primarily on the context recognition of artificial intelligence, i.e., stage 3. Level four is currently still fiction and vision.