Artificial Intelligence in Marketing: Exploring Current and Future Trends

<p><span lang="EN-US">Through process improvement, growth acceleration, and business landscape transformation, artificial intelligence (AI) has transformed the marketing industry and accelerated digital transformation. There are still few thorough reviews in the marketing field, despite the increased interest in artificial intelligence review research. Therefore, the current study uses a systematic literature review (SLR) method to investigate the usage of artificial intelligence in marketing as a new research issue. From 2015 to July 2023, 522 studies were collected and compiled from the Web of Science (WOS) database. Additionally, a bibliometric analysis was used in the current work to widen the SLR. It is evident that artificial intelligence is becoming more and more popular in the marketing industry. Six emerging clusters of artificial intelligence in marketing research were illustrated by the results of the bibliometric analysis: psychosocial dynamic, AI-enhanced market dynamic strategies, AI for consumer services, AI for decision-making, AI for value transformation, and AI for ethical marketing. The results indicated areas for further study in terms of theory, techniques, and context. Along with discussing the findings for scholars and practitioners, the study suggested a research agenda for the future that would look at the ongoing change brought about by the quick adoption of artificial intelligence in marketing.</span></p>