Artificial Intelligence in Marketing: A Systematic Review and Future Research Path

Transformational technologies such as the Internet of Things, big data analytics, blockchain, and artificial intelligence have changed the way businesses operate. Of all the transformational technologies, artificial intelligence is the newest transformative technology and has great potential in transforming marketing. Experts around the world are trying to find artificial intelligence solutions that best fit their marketing roles. However, a systematic review of research background can show the importance of artificial intelligence in marketing and future research directions. The present study seeks to suggest a comprehensive review of artificial intelligence in marketing using bibliometric network analysis, conceptual and rational existing research background published between 1982 and 2020. A comprehensive review of 1580 articles helped to identify the performance of scientific actors such as the most appropriate authors and the most appropriate sources. In addition, co-occurrence and co-occurrence citation analysis suggested a conceptual and rational network. Data clustering using the Levine algorithm helped to identify research sub-themes and future research pathways for the development of artificial intelligence in marketing.