TRANSFORMATION OF INTERNATIONAL TRADE AND MARKETING: A REVIEW OF THE IMPACT OF ARTIFICIAL INTELLIGENCE AND AUTOMATION

This paper examines the current and future trends in integrating Artificial Intelligence (AI) and automation in marketing and international trade. The main objective is understanding how these technologies transform these fields, identifying the predominant discussions, methodologies employed, and reported results since 2010. To this end, a rigorous and systematic scoping review was conducted using the Scopus and Google Scholar databases. A total of 35 studies published between 2010 and 2023 were selected following a multi-phase screening process based on thematic alignment, methodological rigor, and publication quality. Only peer-reviewed journal articles and conference proceedings published in English were considered. Studies included had to explicitly address AI and automation in marketing or international trade, while descriptive reports or articles lacking analytical depth were excluded. The findings show a trend towards qualitative approaches in studies, emphasising theoretical and conceptual understanding over generating new data. Key themes identified include efficiency in cross-border e-commerce, user knowledge, adaptation to the era of big data and its effects on logistics, and regulatory challenges in the face of AI. These findings underscore the growing importance of AI and automation in marketing and international trade, highlighting opportunities and challenges for businesses and governments in a globalised environment.