Artificial Intelligence in Marketing: Implications and Future Research Directions

AI rapidly changes traditional industries using machine learning, deep learning, and big-data technologies. It helps companies better understand customer needs, develop customized marketing campaigns, find more market opportunities, and establish more effective business goals. AI plays a significant role in many fields including cyber security, education, healthcare, finance, and marketing. This paper focuses on the contribution of AI in the marketing field. It has two main contributions. The first contribution is presenting and analyzing the role and effect of AI in marketing. It reviews the previous work of around 185 manuscripts from 2017, since the real evolution of AI to 2024. It utilizes manual/rule-based clustering to group the work of those researchers to either qualitative or quantitative according to its contribution. It also lists its challenges and limitations and accordingly recommends a set of future directions. The second contribution is utilizing the Louvain algorithm to group the papers in the literature review according to their similarities based on the title of each. This allows a better understanding of the nature of the contribution of each literature review paper and the relationship between them.