A Framework for Systematic Literature Review of Artificial Intelligence in Marketing
Year: 2024
Type: review
Abstract: As artificial intelligence continues to advance, it is poised to greatly impact the field of marketing. AI isrevolutionizing marketing by representing human intelligence and carrying out tasks in an intelligent manner.Firstly, the study represents an overarching perspective that covers the relevant literature of 50 published paperswithin the realm of AI in marketing from the Google Scholar, Web of Science, and Scopus etc. data base. Thepresent paper tries to draw out the impact of AI in marketing in present scenario. In addition, the study offersspecific actionable insights and understandings of this topic for academicians and identify the scope for futureresearch expansion. The study reveals that the most emergent stream of AI in marketing is experiential marketing.The finding correlates with theoretical assertions drawn from the literature review, that AI has experienced aparadigm shift from a rules-based approach to a data-and-insight-driven, deep-learning–based approach. Atthis point, the research on AI is set to revolutionize and change the ways of working of many traditional sales andmarketing operations must prepare marketing to control and drive this transformation through innovative research.
Institution: Pandit Deendayal Upadhyaya Adarsha Mahavidyalaya
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7203597950