TRACING THE DEVELOPMENT OF MARKETING IN THE AI ERA: A COMPREHENSIVE LITERATURE ANALYSIS
DOI:
https://doi.org/10.1234/aira.v1i1.34Keywords:
Artificial Intelligence, Marketing, Customer PersonalizationAbstract
This systematic literature review comprehensively examines the transformative influence of artificial intelligence (AI) on marketing practices and highlights the emergence of AI as an essential strategic asset in modern marketing. The review systematically synthesizes scholarly contributions that demonstrate how AI technologies have disrupted traditional marketing approaches by enabling enhanced personalization in customer engagement and campaign optimization. By synthesizing historical trends with current AI integrations in marketing, the review identifies the evolution from mass communication to highly tailored digital interactions, where AI plays a pivotal role. The integration of AI has redefined marketing processes through advanced data analytics, machine learning, and natural language processing, which are now indispensable tools in crafting innovative campaigns. These advancements underscore a paradigm shift that provides both challenges and opportunities for marketers navigating the digital era. In examining the literature, the review identifies a prevalent theme that AI systems have fundamentally altered traditional marketing frameworks by intensifying personalization and real-time engagement. Numerous studies underscore the deployment of machine learning for sophisticated customer segmentation, thereby enabling highly efficient targeting and content customization. AI’s ability to process and analyze vast amounts of consumer data has begun to eclipse conventional marketing techniques that rely on less effective, historical data analyses. Additionally, the review indicates that AI technologies facilitate seamless integration across marketing channels, thus reinforcing a cohesive digital marketing strategy.
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