In the dynamic realm of digital marketing, the integration of conversational artificial intelligence (AI) has emerged as a pivotal force reshaping consumer behaviors and market strategies. This paper presents a comprehensive overview of the research landscape surrounding conversational AI’s influence on consumer decision-making processes. Through a systematic literature review (SLR), we meticulously analyze a diverse array of scholarly works, providing insights into the temporal, disciplinary, and geographical dimensions of this burgeoning field. Furthermore, we discuss the implications of highly cited research and identify emergent trends, shedding light on critical gaps and future directions for scholarly inquiry. Our findings underscore the transformative potential of conversational AI in driving strategic marketing initiatives and enhancing consumer experiences in the digital age.