Abstract
Disruptive technologies such as the internet of things, big data analytics, blockchain, and artificial intelligence have changed the ways businesses operate. Of all the disruptive technologies, artificial intelligence (AI) is the latest technological disruptor and holds immense marketing transformation potential. Practitioners worldwide are trying to figure out the best fit AI solutions for their marketing functions. However, a systematic literature review can highlight the importance of artificial intelligence (AI) in marketing and chart future research directions. The present study aims to offer a comprehensive review of AI in marketing using bibliometric, conceptual and intellectual network analysis of extant literature published between 1982 and 2020. A comprehensive review of one thousand five hundred and eighty papers helped to identify the scientific actors' performance like most relevant authors and most relevant sources. Furthermore, co-citation and co-occurrence analysis offered the conceptual and intellectual network. Data clustering using the Louvain algorithm helped identify research sub-themes and future research directions to expand AI in marketing.
1. Introduction
Technological disruptions such as artificial intelligence (AI), internet of things (IoT), big data analytics (BDA) have offered digital solutions for attracting and maintaining the customer base (Anshari, Almunawar, Lim, & Al-Mudimigh, 2018; Bolton et al., 2018). Emerging technologies provide a competitive advantage (Rouhani et al., 2016; Spring et al., 2017) by facilitating the customers’ product and service offerings (Balaji & Roy, 2017; Khanagha et al., 2017; Liao, 2015). In the current business scenario, the cut-throat competition and technological disruptions have changed the way organizations operate (Gans, 2016). Globally customer-centric approach focused on customer needs plays a pivotal role in organizational growth (Vetterli, Uebernickel, Brenner, Petrie, & Stermann, 2016). Artificial intelligence (AI) is a widely used emerging technology that helps organizations track real-time data to analyze and respond swiftly to customer requirements (Wirth, 2018). AI offers consumer insight on consumer behavior essential for customer attraction and customer retention. AI incites the customer’s next move and redefines the overall experience (Tjepkema, 2019). AI tools are useful to deduce customer expectations and navigate the future path (Shabbir, 2015).
