A SYSTEMATIC REVIEW OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN PREDICTIVE MARKETING

In an era where predictive analytics have emerged as a cornerstone in the development of marketing strategies, the integration of artificial intelligence (AI) stands as a transformative force with the potential to radically reshape these practices. This systematic literature review seeks to provide an in-depth analysis of the significant impact of AI on enhancing the accuracy and sophistication of marketing forecasts. Drawing on a meticulously curated selection of specialized studies, this review aims to systematically explore the diverse ways in which AI contributes to the refinement and optimization of predictive methodologies within the marketing domain. Additionally, it conscientiously examines the challenges and potential opportunities that arise from the incorporation of AI, acknowledging both the complexities and the prospects inherent in its implementation. The methodological framework employed adheres rigorously to the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, ensuring that the review maintains the highest standards of transparency, methodological rigor, and scholarly integrity.