AI in Marketing: Literature Review on Focus Areas and Issues
Published: 2023
Author(s) Name: Purnima Bhatnagar, Amoli Tadiparthi |
Author(s) Affiliation: Dayalbagh Educational Institute, Dayalbagh, Agra, Uttar Pradesh, India.
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Abstract
This research identifies the current state of research on the role of Artificial Intelligence (AI) in marketing. Here we adopted a systematic literature review of 140 papers published in peer-reviewed journals. Timeline analysis was conducted on the paper abstracts. The study revealed a recent interest in the focus area, key journals and associated themes. The key themes included consumer research, advertisement and digital customer, future of online services, chatbots, results-based frameworks, humans and technologies, social use, management process and sales. The five-issue areas were identified to be industry standards for data mining, preparing marketers to understand AI, uncertain effects of AI in marketing, preparing customers to experience AI and safety and privacy concerns.
Keywords: Artificial Intelligence, Marketing, Advertising, Customer Experience, Chabots
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