Artificial Intelligence in Marketing: Two Decades Review

Advancements in big data analytics, IoT, and artificial intelligence (AI) have significantly transformed marketing practices and consumer behavior. AI offers promising opportunities for marketing practice and research. However, marketers need a holistic understanding of AI and its influence on consumers. Thus, this study aims to offer a review of AI applications in marketing and explore the role of AI in aiding marketing. This study carries out a review of AI and its applications in marketing by analysing the existing literature between 2000 and 2021. Only those papers were selected for this review, which are positioned around AI technology. Articles were drawn from Google Scholar and Scopus databases and were analysed using thematic analysis. A review of selected papers depicts that AI implementation in marketing is still in its nascent stage. The review proposed the following themes: (a) Prediction Analysis, (b) Relationships with AI, (c) Consumer Relationship Management, (d) AI in Strategic Marketing, (e) AI and Services, (f) Conversational Commerce, (g) Advertising and Artificial Intelligence, and (h) Consumer Brand Engagement.