Artificial Intelligence for Marketing: Systematic Literature Review

Annisa Rahma  Dianti; Teti  Mualifah; I Made Bayu  Dirgantara

Authors

Annisa Rahma Dianti Universitas Diponegoro, Semarang, Indonesia
Teti Mualifah Universitas Diponegoro, Semarang, Indonesia
I Made Bayu Dirgantara Universitas Diponegoro, Semarang, Indonesia

Keywords:

Artificial Intelligence, Marketing, Digital Marketing, Customer Engagement

Abstract

This journal performs a Systematic Literature Review on Artificial Intelligence (AI) in marketing and its impact on various business aspects, innovation, and customer engagement. Artificial Intelligence in marketing refers to the combination of data analytics, machine learning and automation in marketing strategies to enhance decision-making, personalization, and consumer experiences. Currently, the rapid advancement of technology has heightened public interest in Artificial Intelligence applications, encouraging companies to adopt AI-driven marketing practices. This journal systematically reviews the literature related to Artificial Intelligence in marketing, focusing on its impact on business performance, efficiency, and customer interaction. The literature review utilizes the Watase Uake Website, initially gathering 143 articles published from 2019 to 2024, from which 57 journals were analyzed using specific criteria. This journal serves as a valuable resource for the development of future research, particularly in the areas of Artificial Intelligence applications in marketing and their implications for business and consumer engagement.

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