Leveraging artificial intelligence to build marketing and sales resilience in the digital era

The digital revolution has accelerated the adoption of artificial intelligence (AI) in marketing and sales to enhance organisational resilience and efficiency. This study combines bibliometric analysis with expert interviews to examine how AI is applied in these functions. A systematic review (2006–2024) using PRISMA criteria was analysed with VOSviewer and Bibliometrix, and complemented by interviews with 23 marketing professionals. Six key themes emerged: sales, artificial intelligence, supply chain management, sustainability, COVID-19 and information systems. These highlight AI’s role in optimisation, customer engagement and operational efficiency. Interview findings reinforce the importance of predictive analytics, personalised marketing and automated decision making. The study provides an integrative overview of how AI supports marketing and sales resilience, with implications for practitioners and future research. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.