Artificial intelligence in marketing: a network analysis and future agenda

摘要

Recent research in the marketing literature has explored the use of artificial intelligence in harnessing consumer information, providing researchers and businesses with strategic insights. However, despite the efforts of individual researchers, this knowledge regarding the use of artificial intelligence is still sparse. We conducted a systematic review and a network analysis to address this gap, including the most relevant marketing journals based on the SCImago Journal and Country Rank (Q1 n = 30), resulting in 672 initially screened articles. The final sample of our analysis was composed of 74 papers. As a result, we present three main clusters that emerged from the data (brand role, components of interaction, and results of interaction). The paper contributes to the literature showing the main theoretical topics and variables exploring AI approaches and the most used marketing methods. We also discuss avenues for future research that are not currently being explored.