Artificial Intelligence in Marketing. Current Status and Future Research Agenda

Emerging technologies such as artificial intelligence (AI), IoT, big data analytics and machine learning are driving transformative changes in enterprises and society, with marketing professionals worldwide seeking optimal AI solutions for their tasks. In this context, the present analysis aims to examine the potential for transformation that artificial intelligence (AI) holds for marketing activities and processes. This investigation focused on two research questions: (1) What are the main uses of AI instruments in marketing activities, and (2) What are the current topics and future research directions for AI adoption in Marketing? The investigation was carried out by applying bibliometric and conceptual network analysis techniques on articles explicitly including “marketing” and “artificial intelligence” inside their titles, published from 2019 to 2023 and indexed in 2 academic databases, namely Web of Science (WoS) and Scopus. The results revealed a surge in published studies focusing on various elements of AI in marketing centered around three interconnected concepts: artificial intelligence, big data, and marketing.