 The evolving role of artificial intelligence in marketing: A review and research agendaBožidar Vlačić, Leonardo Corbo, Susana Silva () and Marina Dabic () Journal of Business Research, 2021, vol. 128, issue C, 187-203 Abstract: An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in marketing has shown that AI is capable of mimicking humans and performing activities in an ‘intelligent’ manner. Considering the growing interest in AI among marketing researchers and practitioners, this review seeks to provide an overview of the trajectory of marketing and AI research fields. Building upon the review of 164 articles published in Web of Science and Scopus indexed journals, this article develops a context-specific research agenda. Our study of selected articles by means of Multiple Correspondence Analysis (MCA) procedure outlines several research avenues related to the adoption, use, and acceptance of AI technology in marketing, the role of data protection and ethics, the role of institutional support for marketing AI, as well as the revolution of the labor market and marketers’ competencies. Keywords: Artificial intelligence; Intelligent system; Marketing; Systematic literature review; Multiple correspondence analysis; HOMALS (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:128:y:2021:i:c:p:187-203 DOI: 10.1016/j.jbusres.2021.01.055 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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