Leveraging AI at the Frontier: A Systematic Review of Marketing and Operations Integration for the Omnichannel Era

B. Gopala and Satyendra Pratap Singh ()
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B. Gopala: Alliance University, Alliance School of Business
Satyendra Pratap Singh: Alliance University, Alliance School of Business

A chapter in Proceedings of the International Conference on Operations & Supply Chain Management 2025 (ICOSCM 2025), 2025, pp 78-94 from Springer

Abstract: Abstract This literature review is systematic and analyses the role of artificial intelligence (AI) in marketing and operations integration in the omnichannel environment. Following the guidelines of the Preferred Reporting Items for Systematic Studies and Meta-Analyses (PRISMA), a works review of twenty-six peer-reviewed publications published between 2018 and 2025 was through to attempt elucidating principal themes: AI-driven strategic alignment, operational efficiency, personalization of customer experience, ethical governance, and methodological deficiencies. The results suggest that AI improves the decision-making process, forecasting, and personalization and connects the marketing analytics to the operational implementation. In any case, environment-sampling such as successful integration depends on strong data infrastructure, an accommodating organizational culture, and transparent modes of governance. Key gaps that are realised are lack of heterogeneity in performance measures and minimal evidence across sectors. The resource-based view of the firm and dynamic capability research is augmented in this study by defining AI both as a resource and as a capability for adaptation. The study concludes that the effectiveness of AI is dependent on harmonising automation with human oversight to ensure ethical, data driven and sustainable business performance.

Keywords: Artificial Intelligence; Omnichannel Integration; Marketing–Operations; Systematic Review; Dynamic Capabilities (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-914-8_7

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