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 have consistently produced longitudinal shifts in the evolution of marketing and have strongly established that marketing can work hand-in-glove with artificial intelligence (AI) to make a difference (Siau, 2017; Wirth, 2018).

According to previous research "When technology works on a personal level, it creates an endearing bond with the users, when marketers tap into such a bond, the potential for customer value creation is enormous"...

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