THE EFFECTS OF ARTIFICIAL INTELLIGENCE ON BUSINESS MARKETING QUALITY AND FACTORS THAT POSITIVELY INFLUENCE MARKETING

Abstract

The development of Artificial Intelligence (AI) has radically transformed the dynamics of today’s corporate world. One of the major AI applications is in the arena of business marketing, which helps optimise performance. The present systematic review aimed to discover the impact of AI on business marketing. The focus is on positive factors of business marketing and the evaluation of AI in marketing to provide some useful insights into the usefulness of AI in marketing. Papers were identified from Google Scholar and were screened for inclusion and exclusion criteria using the PRISMA flow process. The finally available 32 papers have been discussed in detail, paper by paper, to highlight their contribution to the literature on AI-integrated marketing. Generally, most papers follow a common pattern of first positioning AI in the context, defining AI, listing how AI is used in marketing and then the topic of the paper. A similar pattern is followed in this review. The review showed the emerging and likely future trends of AI-integrated marketing in enhancing performance through improved customer interactions, marketing strategies, marketing innovations, and decision-making. Some limitations of this review have been indicated at the end.