An Integrated AI Marketing Knowledge Framework is developed, derived from bibliometric evidence, which synthesizes the field's major knowledge domains into a unified conceptual model explaining how AI capability levels, consumer response mechanisms, and marketing application domains collectively create marketing value.
This literature review examines the evolution and development of Artificial Intelligence (AI) in marketing by synthesizing studies published between 2013 and 2024 across diverse marketing applications and contexts. The review identifies a progressive expansion of AI research from marketing planning, content marketing a...
Bushra Siddiqui, Avinash Singh, Deepti Samantaray· International Journal of Res...· 0 citations
It is concluded that GAI offers unique chances for creativity but that its effective use requires a balance between technology efficiency, ethical openness, and strategic human oversight, and that a change towards a more mature governance system is argued.
Nafiz Mahmud Khan, Hisham Mahmood, Sumaiya Akther et al.· Journal of Economics, Busine...· 0 citations
Aim: This study aims to investigate the strategic integration of artificial intelligence (AI) technologies into digital marketing, systematically analyzing how cognitive computing redefines traditional and extended marketing paradigms. Methodology: Utilizing a structured conceptual review methodology, this study synthe...
Hasan Selçuk Eti, Güvenç Kurul· International Journal of Sus...· 0 citations
Drawing on global research and industry insights, the paper presents a practical five-part framework to help marketing leaders integrate AI in ways that increase trust, strengthen brand narratives and improve long-term audience relationships.
S. Winter· Journal of Digital & Soc...· 0 citations
Purpose. Marketing organizations are moving from prompt-driven Generative Artificial Intelligence (Generative AI) toward agentic systems that plan, act, and adapt across multi-step tasks with limited human supervision. The scholarly literature on this transition is dispersed across marketing, information systems, and c...
Ankita Garg· International Journal of Sci...· 0 citations
ABSTRACT Artificial intelligence (AI) applications, including generative AI, large language models (LLMs), and algorithmic recommendations, are driving rapid innovation and penetrating global industries, including marketing communications, with recent advancements reshaping advertising. Although numerous studies exist,...
Juran Kim, Charles R. Taylor, Seungmook Kang et al.· Journal of Global Scholars o...· 0 citations
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