The evolving role of artificial intelligence in marketing: A review and research agenda

2021
An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in marketing has shown that AI is capable of mimicking humans and performing activities in an 'intelligent' manner. Considering the growing interest in AI among marketing researchers and practitioners, this review seeks to provide an overview of the trajectory of marketing and AI research fields. Building upon the review of 164 articles published in Web of Science and Scopus indexed journals, this article develops a context-specific research agenda. Our study of selected articles by means of Multiple Correspondence Analysis (MCA) procedure outlines several research avenues related to the adoption, use, and acceptance of AI technology in marketing, the role of data protection and ethics, the role of institutional support for marketing AI, as well as the revolution of the labor market and marketers' competencies.
JOURNAL OF BUSINESS RESEARCH
页码:187-203|卷号:128
ISSN:0148-2963
收录类型
SSCI
发表日期
2021
学科领域
循证经济学
国家
葡萄牙
语种
英语
DOI
10.1016/j.jbusres.2021.01.055
EISSN
1873-7978
被引频次(WOS)
17
被引更新日期
2022-01
来源机构
Universidade Catolica Portuguesa Universidade Catolica Portuguesa University of Bologna Universidade Catolica Portuguesa University of Zagreb Nottingham Trent University University of Nottingham
关键词
Artificial intelligence Intelligent system Marketing Systematic literature review Multiple correspondence analysis HOMALS