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

Božidar Vlačić, Leonardo Corbo, Susana Costa e Silva, Marina Dabić*

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

50 Citações (Scopus)

Resumo

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.
Idioma originalEnglish
Páginas (de-até)187-203
Número de páginas17
RevistaJournal of Business Research
Volume128
DOIs
Estado da publicaçãoPublished - mai 2021

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