Work

The Integration of AI and IoT in Marketing: A Systematic Literature Review

Year: 2025

Type: review

Abstract: The integration of Artificial Intelligence (AI) and the Internet of Things (IoT) is revolutionizing marketing by enabling hyper-personalization, automation, predictive analytics, and real-time data-driven decision-making. AI-driven marketing enhances customer engagement through personalized recommendations, targeted advertising, and advanced sentiment analysis, while IoT facilitates seamless data collection from connected devices, optimizing consumer behavior tracking and supply chain efficiency. This study conducts a systematic literature review to explore the synergies between AI and IoT in marketing, highlighting key trends, benefits, and challenges. The findings indicate that AI-powered solutions improve marketing effectiveness by leveraging big data, machine learning, and natural language processing. However, ethical concerns related to data privacy, AI bias, transparency, and regulatory compliance pose barriers to widespread adoption. Additionally, workforce skill gaps and high implementation costs challenge organizations aiming to integrate AI-driven marketing solutions. This paper emphasizes the need for ethical AI governance, scalable adoption strategies, and responsible data practices to ensure sustainable and AI and IoT implementations in marketing. Future research avenues are suggested.

Source: Electronics

DOI: 10.3390/electronics14091854

Authors: Albérico Travassos Rosário, Ricardo Jorge Raimundo

Institutions: Universidade Europeia, Instituto de Artes Visuais, Design e Marketing, IADE Superior de Marketing e Publicidade, Instituto Superior de Educação e Ciências

Language: English

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

Open Access status: gold

Estimated APC paid: $2,896

Funder: Universidade de Aveiro