The Role and Impact of Artificial Intelligence in Marketing: A Review of the Literature and Future Perspectives

The rapid advancement of digital technologies, particularly artificial intelligence (AI), has brought significant transformations to marketing. This article reviews the literature and modern approaches to examine the impact and role of AI in contemporary marketing. AI has provided marketers with new tools for data analysis, identifying behavioral patterns, and predicting market trends. Furthermore, by integrating machine learning and data mining, AI enhances customer experience personalization and satisfaction, increasing efficiency and more effective customer interactions. However, the use of AI in marketing also introduces notable challenges. This article employs bibliometric analysis and the VOS Viewer software to explore the conceptual network of AI-related keywords in marketing, evaluating the role of this technology in enhancing customer experience and optimizing strategic decision-making. The findings of this study indicate that AI has had positive effects, particularly in areas such as customer experience personalization and innovation in marketing management. Organizations can leverage this technology to boost efficiency and foster more effective customer interactions.

کلیدواژه ها:

Artificial Intelligence (AI) ، Marketing ، Digital Transformation ، AI Applications in Marketing