Navigating the Marketing Landscape: Artificial Intelligence and Big Data Role in Digital Marketing

This systematic literature review, conducted from 2019 to 2024, critically examines the paradigmatic shift toward digital marketing, with a primary focus on the implementation of data-driven strategies. Adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, our methodology systematically identifies and evaluates relevant scholarly articles and industry reports. The review explores prevailing theories related to consumer behavior and technology adoption, elucidating their profound influence on contemporary marketing practices. By employing a meticulous analysis, we investigate the intersection of key technologies, particularly artificial intelligence (AI) and big data, with the dynamic evolution of consumer behavior. Our synthesis highlights how businesses strategically leverage these technological trends to gain a competitive advantage in the digital landscape. The identified trend underscores a substantial shift towards interactive and personalized marketing experiences, driven by continuous digital innovation. The synthesis of literature not only accentuates the significance of aligning marketing practices with emerging technologies but also emphasizes the strategic imperative of meeting evolving consumer expectations. The document recognizes the transformative impact of digital innovation on marketing strategies and underlines the importance of adapting practices to stay relevant in this dynamic landscape. Furthermore, this systematic review acknowledges the inherent limitations within the current body of literature and addresses potential areas for future research exploration. By integrating a rigorous methodology based on the PRISMA framework and considering literature from 2019 to 2024, this review contributes to a comprehensive understanding of the dynamic interplay between digital marketing strategies, emerging technologies, and evolving consumer behavior.