Artificial Intelligence in Marketing: Literature Review and Future Research Agenda

• Published in: Journal of System and Management Sciences
• Main Author: Masnita Y.; Ali J.K.; Zahra A.; Wilson N.; Murwonugroho W.
• Format: Article
• Language: English
• Published: Success Culture Press 2024
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180214204&doi=10.33168%2fJSMS.2024.0108&partnerID=40&md5=2b58bdd0cc5ebe9ae0fbe20f4d9e9358

The aim of this study is to identify the general usage of AI in marketing among practitioners, as existing literature often focuses on specific objectives such as branding, innovation, and understanding competitors' weaknesses. To achieve this, a Systematic Review employing the PRISMA (Preferred Reporting Items for Systematic Reviews) method was conducted, ensuring a systematic approach and adherence to proper research protocols. Additionally, Vos Viewer was utilized to visualize the bibliographic data sets. The results provide a comprehensive definition of AI, highlighting keywords extracted from selected references. The study analyzes the diverse applications of AI in marketing, identifies specific AI applications applicable to marketers, explores the adoption of grand theory and middle theory in marketing research, and contributes to the existing body of knowledge. Among the latest technological advancements, AI stands out as a transformative force in marketing. Practitioners worldwide are actively seeking the most suitable AI solutions for their marketing functions. Therefore, this systematic literature review underscores the significance of AI in marketing and charts the course for future research directions. While systematic literature reviews on AI have been attempted in various domains, few studies have specifically focused on AI implementation within the field of marketing as a whole. © 2024, Success Culture Press. All rights reserved.