Artificial intelligence in marketing: A systematic literature review

The digital transformation fostered by the increasing leverage of artificial intelligence (AI) has been a critical influencing factor unleashing the next wave of enterprise business disruption.

Introduction

Contemporary marketing is increasingly data driven, automated, and intelligent. The highly focussed approach of new-age marketing has had a direct influence on marketing outcomes (Kumar et al., 2019; Paschen et al., 2019). Technological advancements...