Systematic Analysis and Future Research Directions in Artificial Intelligence for Marketing

Abstract

Disruptive technologies like the internet of things, big data analytics, blockchain, and artificial intelligence have transformed how businesses operate. Artificial intelligence (AI) is the most recent technological disruptor and has enormous marketing transformation potential. Practitioners all over the world are attempting to determine which AI solutions are best suited to their marketing needs. A systematic literature review, on the other hand, can highlight the importance of artificial intelligence (AI) in marketing and point the way for future research. The goal of this study is to provide a comprehensive review of AI in marketing by analysing extant literature published between 1982 and 2020 using bibliometric, conceptual, and intellectual network analysis. The performance of the scientific actors, such as the most relevant authors and sources, was identified through a comprehensive review of 1,584 papers. Furthermore, the conceptual and intellectual network was revealed through co-citation and co-occurrence analysis. The Louvain algorithm was used to cluster data and identify research sub-themes and future research directions in order to expand AI in marketing.