Artificial intelligence (AI) powered marketing strategy: a systematic literature review and future research direction

Purpose The purpose of this study is to systematically review the extant literature on the intersection of artificial intelligence (AI) and marketing strategy, with a focus on identifying prevailing themes, research gaps and future research directions. This review aims to provide a comprehensive understanding of how AI technologies are shaping strategic marketing decisions and their implications for businesses. Design/methodology/approach A systematic literature review methodology was adopted, leveraging a rigorous search strategy using the Scopus database. The Preferred Reporting Items for Systematic Reviews and Meta-Analysis approach was followed for the screening and extraction process. The inclusion criteria focused on peer-reviewed journal articles published in English, ensuring relevance and quality. Findings The findings of the study reveal key emerging themes. The result demonstrates how AI is actively shaping strategic marketing decisions and introducing new ethical challenges for businesses. Furthermore, this study proposes the AI Marketing Intelligence Pyramid (AIMIP) Framework, illustrating the structured and progressive development of AI integration within marketing strategies and directly addressing the main research questions. Research limitations/implications This study is restricted to articles published in English and indexed in Scopus, which may exclude relevant contributions in other languages or platforms. This study offers actionable recommendations for integrating AI into marketing strategies, supporting business innovation and competitive differentiation. The insights also guide policymakers and industry leaders in shaping standards and ethical frameworks in AI-driven marketing. Originality/value This study offers a pioneering synthesis of the existing literature on AI and marketing strategy, bridging theoretical insights with practical applications. It identifies critical gaps and underexplored areas in current research, providing actionable directions for future scholarly inquiry. To the best of the authors’ knowledge, notably, this study introduces the first-ever AIMIP Framework, offering a novel, structured approach to understanding the progressive integration of AI in marketing strategy. This contribution adds a new dimension to the evolving discourse on AI-driven marketing transformation.