Efectos de la inteligencia artificial en las estrategias de marketing: Revisión de literatura

Reach of the review: This document reviews the literature about the main contributions that have been made regarding the relationship between artificial intelligence and marketing strategies. Period of the publications reviewed: The studies mentioned stretch from 2015 to 2020. Origin and types of documents reviewed: Most of the literature consists of articles published in international indexed journals of marketing and technology. Author’s contribution on the publications analyzed: The author states that, although there is a large amount of literature about marketing strategies and artificial intelligence as independent concepts, there is no such amount about the links that combine both concepts. That is why the author has sought to bring together contributions from various international authors in order to unify concepts and points of view and thus build valuable conclusions in this regard. Conclusions on the lines of research studied: The present study concludes that nowadays most of the organizations seeking to carry out marketing tasks without including artificial intelligence, are destined to gradually fall into obsolescence.