Artificial intelligence, data analytics and big data in marketing and customer and consumer segmentations. Systematic literature review

Berrío-Meneses, Carlos Mario (), Sanguino-García, Vanesa () and Jimena Isaza-à lvarez ()

Revista Galega de Economía, 2025, vol. 34, issue 3, 1-23

Abstract: Artificial intelligence, data analytics and big data are gaining ground in almost all areas of the business world. However, it is still not entirely clear how these tools are transforming marketing and advertising practices. Nor is there a deep understanding of how these tools are being used in targeting practices. For such reason, a systematic literature review was conducted in which 122 scientific articles sourced from Scopus databases, published between 2018 and 2023, were tracked. It was found that these tools mainly impact continuous improvement processes, but do not clarify how they do so in business strategy. Likewise, segmentation exercises are mainly built on behavioural information of customers and consumers, ignoring other variables such as psychographics.

Keywords: Data analytics; Segmentation; Big data; Artificial intelligence; Marketing (search for similar items in EconPapers)
JEL-codes: M15 M31 O3 (search for similar items in EconPapers)
Date: 2025
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