A SYSTEMATIC REVIEW OF THE AI-POWERED MARKETING REVOLUTION: FROM TRADITIONAL TO DATA-DRIVEN APPROACHES
DOI:
https://doi.org/10.1234/aira.v1i2.37Keywords:
Artificial Intelligence, Data-Driven Marketing, Digital Transformation, Personalization, Predictive AnalyticsAbstract
This study presents a systematic literature review on the evolution of marketing strategies in the digital era, with a focus on the shift from traditional, intuition-based practices to data-driven, technology-enabled approaches. The review aims to synthesize recent research addressing the integration of big data analytics, artificial intelligence (AI), and machine learning (ML) in modern marketing. Utilizing the PRISMA framework, peer-reviewed articles published between 2010 and 2024 were analyzed through both thematic synthesis and bibliometric mapping using VOSviewer. The results reveal a triad of critical trends: the adoption of real-time, personalized marketing; the strategic deployment of AI and predictive analytics; and the emerging need for marketers to develop both technical and ethical competencies. The bibliometric analysis confirms growing scholarly emphasis on personalization, digital infrastructure, and ethical data governance. Findings suggest that marketing has transformed into a dynamic, evidence-based discipline requiring organizations to align their technological capabilities with consumer expectations and regulatory standards. The review contributes to academic understanding and managerial practice by offering a structured analysis of current trends, challenges, and opportunities in data-driven marketing.
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