SEMI-SYSTEMATIC LITERATURE REVIEW ON ARTIFICIAL INTELLIGENCE IN MARKETING: APPLICATIONS, TRENDS AND FUTURE RESEARCH AVENUES

Abstract

This literature review examines the evolution and development of Artificial Intelligence (AI) in marketing by synthesizing studies published between 2013 and 2024 across diverse marketing applications and contexts. The review identifies a progressive expansion of AI research from marketing planning, content marketing and e-commerce towards digital marketing, customer service, personalization, customer engagement, marketing analytics, customer relationship management and strategic decision-making. The literature reveals that AI is increasingly associated with automation, improved marketing efficiency, customer targeting, personalized experiences, data-driven decisionmaking and enhanced customer engagement. The review also identifies customer behaviour, AI adoption, marketing analytics and AI-enabled CRM as prominent areas of research, while studies increasingly address the strategic implications of AI for marketing organisations and professionals. At the same time, the literature highlights challenges related to privacy, data security, ethics, bias, implementation, customer trust and changing marketing roles and skills. The reviewed studies further indicate an interdisciplinary and evolving research landscape, with emerging attention to AI adoption, ethical marketing, institutional support and the transformation of marketing practices. Overall, this review provides a comprehensive understanding of the development, major applications and emerging trends of AI in marketing while highlighting future research avenues associated with the growing integration of AI into contemporary marketing.