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Purpose Integration of immersive technologies along with artificial intelligence (AI) is transforming service industries by influencing consumer decision-making. This study investigates the collective impact of AI and immersive technologies in service marketing between 2015 and 2026. Methodology The study follows a PRISMA-guided review approach with a bibliometric analysis and a content analysis of 10618 articles derived from the Scopus database published from 2015 to 2026. Findings Findings reveal six research areas: (1) chatbot compliance and anthropomorphic AI, (2) ethics and customer experience enabled by AI, (3) organizational AI capabilities, (4) technology acceptance driven by the context, (5) ethics and service robot integration, and (6) division of labor among humans and machines. Further, findings indicate that AI-driven advertising efforts with a combination of computational advertising, mathematical modeling, and algorithms help in identifying consumer needs. Virtual trials and AR-integrated shopping assistants increase purchase intention and brand attachment. Influencer marketing strengthens these effects with perceived authenticity and trust. Originality/Contributions This study contributes significantly by providing a systems-level bibliometric synthesis in AI and immersive technologies in service marketing, along with a content analysis. The study identifies research clusters, managerial implications, highlights ethical considerations, and provides future research directions for researchers and practitioners.
Wimalasena et al. (Tue,) studied this question.