A Systemic Literature Review Exploring the Impact of Artificial Intelligence on Marketing

Abstract

The incorporation of artificial intelligence (AI) in marketing has transformed the field in recent years. In this regard, companies are now increasingly deploying AI solutions to improve consumer engagement and operational efficiency. This study investigates the power of AI in marketing, particularly through the lenses of the Technology Acceptance Model and Innovation Diffusion Theory on how this technology accelerates corporate productivity and profitability, enhances customer satisfaction, and brings hyper-personalization into marketing processes. The study employs a systematic literature review (SLR) approach, drawing on 37 peer-reviewed publications published between 2018 and 2024 to examine AI's impact across the marketing domain. Results reveal that AI significantly improves marketing strategies, helping companies to improve their financial performance, automate tasks, personalise their interactions with consumers, and enrich the overall customer experience. The findings of this study also supported the view that perceived usefulness (PU) and perceived ease of use (PEOU) are critical determinants for the incorporation of AI into marketing practices. Moreover, the relative advantage of AI as compared to other traditional marketing methods, especially in terms of automation and personalisation, has become one of the major drivers leading to its adoption. However, this study also emphasising the importance of addressing the ethical challenges including data privacy and algorithmic biases associated with using AI in marketing. This work offers researchers a direct and comprehensive overview of the extant knowledge role of AI in marketing. It concludes that the future of AI in marketing will continue to grow whereby companies worldwide will be able to tap into the power of AI for innovation and efficiency. Companies using AI will be better equipped to respond to the dynamic market demands and ensure a competitive advantage.