The Role of AI and ML in Transforming Marketing Strategies: Insights from Recent Studies

With the development of digital information technology, the application of AI and ML in marketing has always been a key research direction. In this paper, this review focuses on the applications of Predictive Analytics (P), Personalization (P), Advertising Optimization (A), and Customer Experience Enhancement (C) in the marketing mix, explores the latest applications and research results published in various journals in recent years, and summarizes the progress made in this field of machine learning. It is easy to understand that machine learning can help enterprise decision-makers to help determine decision-making guidelines, but it is controversial in terms of privacy due to the large amount of customer data it requires, and as the algorithm deepens, transparency and fairness agnosticism is also a major concern. Finally, this paper will provide research directions and suggestions for future research based on the overall advantages and disadvantages, which can be combined with human insight and multidisciplinary cooperation to further optimize the problem.