Conditions of use and impacts of artificial intelligence in marketing practices: a mixed-method literature review

Giacomo Zatini ()
Additional contact information
Giacomo Zatini: Università Degli Studi Gabriele d’Annunzio Chieti

Italian Journal of Marketing, 2025, vol. 2025, issue 3, No 4, 293-329

Abstract: Abstract This study investigates the evolving conditions and impacts of artificial intelligence (AI) in marketing through a comprehensive review of existing literature to assess trends, applications, and strategic implications. The research methodology employed a mixed-method literature review (MMLR) combining bibliometric analysis and topic modeling, analyzing 303 articles from Scopus focusing on AI in marketing. Key thematic clusters were identified using the BERTopic algorithm, followed by a qualitative assessment of the emerging trends and gaps. The analysis identified 14 thematic clusters. While AI has demonstrated potential in enhancing operational efficiency, customer personalization, and predictive marketing, significant gaps remain in empirical case studies and long-term strategic analysis, particularly concerning the ethical considerations and practical applications of emerging AI technologies. These findings contribute to both academic understanding and practical implementation of AI in marketing, with an emphasis on sustainability, ethical considerations, and long-term strategic development.

Keywords: Artificial intelligence; Marketing; Mixed-method literature review; Bibliometric analysis; Topic modeling; AI impact (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s43039-025-00117-x Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:ijmark:v:2025:y:2025:i:3:d:10.1007_s43039-025-00117-x

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43039

DOI: 10.1007/s43039-025-00117-x

Access Statistics for this article

Italian Journal of Marketing is currently edited by Daniele Dalli

More articles in Italian Journal of Marketing from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().