ARTIFICIAL INTELLIGENCE IN MARKETING MANAGEMENT: TRENDS AND FUTURE RESEARCH DIRECTIONS
TL;DR
A conceptual model is proposed that describes the role of AI as a key enabler in strategic marketing decision-making and offers a relevant future research agenda for academics and practitioners in the era of artificial intelligence-based digital marketing.
Abstract
The development of Artificial Intelligence (AI) has fundamentally transformed marketing management through improved analytics capabilities, process automation, and data-driven decision-making. This article aims to systematically examine trends, key applications, and future research directions related to the role of AI in marketing management through a literature review approach. This review integrates findings from various international studies that discuss the implementation of AI in customer analytics, personalization, predictive modeling, customer relationship management, and strategic decision-making. The results of the study show that AI plays an important role in improving operational efficiency, the accuracy of predicting consumer behavior, and the effectiveness of data-driven marketing strategies. Additionally, AI integration allows organizations to develop a competitive advantage through improved customer experience and optimization of marketing resources. However, challenges related to data quality, algorithm transparency, privacy, and organizational readiness remain significant obstacles to the optimal implementation of AI. This article also proposes a conceptual model that describes the role of AI as a key enabler in strategic marketing decision-making. This research makes a theoretical contribution by synthesizing the latest developments and offering a relevant future research agenda for academics and practitioners in the era of artificial intelligence-based digital marketing.