Society has been transformed by the presence of new technologies, and their impact has influenced the way humans perform their activities. These resources have been incorporated into all areas of society, with Artificial Intelligence (AI) being one of the most widely used tools in recent years due to its ability to simplify tasks, perform quick analyses, and optimize results. On the other hand, gamification has adapted to various contexts to encourage participation through rewards for completing certain tasks. The ability to generate positive results through modern strategies makes AI and gamification valuable resources that, when applied to marketing, enhance brand positioning. The importance of these innovative resources motivates a systematic review of the literature on the application of AI and gamification as tools for brand positioning in the market. In the proposed topic, the SALSA Framework is used to identify the current state of the issue and promote collective knowledge.