Revolutionizing Marketing Research Through AI: comprehensive review of the past, present, and future

Diana-Elena Drăghici (), Andreea Orîndaru (), Mihaela Constantinescu () and Alina Zelezneac ()
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Diana-Elena Drăghici: The Bucharest University of Economic Studies
Andreea Orîndaru: The Bucharest University of Economic Studies
Mihaela Constantinescu: The Bucharest University of Economic Studies
Alina Zelezneac: iSense Solutions

Journal of Emerging Trends in Marketing and Management, 2023, vol. 1, issue 1, 39-45

Abstract: In the last years, as artificial intelligence (AI) is more and more widely accessible to everyone, a breakthrough for the course of business growth is also available. Having this in mind, the purpose of this study is to provide a comprehensive review of the impact of AI on the practice of marketing research. For this study a comprehensive literature review was included focusing on academic papers, research articles, industry reports, and relevant sources to gain insight into the application of AI in marketing research. The main findings of this research paper demonstrate how AI can revolutionize market research by improving data analysis, enabling personalization, enabling real-time insights, and addressing ethical concerns. Altogether, this study highlights the transformative impact of AI on market research, emphasizing its potential to improve data-driven decision-making, enable personalized marketing strategies, and address ethical concerns, thereby providing valuable insights for organizations seeking effective and integrative insights. AI provides practical recommendations and future research directions to help organizations realize the potential of AI and make informed decisions for successful integration implementations.

Keywords: artificial intelligence; marketing research; decision making. (search for similar items in EconPapers)
JEL-codes: M31 O32 (search for similar items in EconPapers)
Date: 2023
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