ARTIFICIAL INTELLIGENCE IN MARKETING A CRITICAL LITERATURE REVIEW

Abstract

The rapid advancement of Artificial Intelligence (AI) has significantly transformed the landscape of modern marketing. This critical literature review synthesizes current research on the integration of AI technologies in marketing strategies, exploring applications in customer segmentation, personalized advertising, predictive analytics, chatbots, and recommendation systems. The review examines the theoretical frameworks underpinning AI adoption, evaluates the effectiveness of AI tools in enhancing consumer engagement, and highlights ethical concerns, including data privacy, algorithmic bias, and consumer trust. While AI promises greater efficiency and accuracy in decision-making, the review underscores the need for human oversight and ethical governance to ensure responsible deployment. Future research directions are proposed to address gaps in empirical validation, interdisciplinary integration, and policy development.