The role of Artificial Intelligence in marketing: A thematic review of AI applications and consumer engagement
1 School of Business, Roya University of Dhaka.
2 Senior Assistant Professor, Department of Business Administration, University of Scholar, Dhaka, Bangladesh.
3Teacher, Reverie School, Dhaka, Bangladesh.
4 A2Z Finance Australia (Easy Mortgage Solution Australia), Australia.
5 Department of Economics, Southeast University, Dhaka, Bangladesh.
Review
Open Access Research Journal of Science and Technology, 2025, 14(01), 009–019.
Article DOI: 10.53022/oarjst.2025.14.1.0065
Publication history:
Received on 15 March 2025; revised on 23 April 2025; accepted on 26 April 2025
Abstract:
Long before the worldwide epidemic struck, technological advancements were transforming consumer behavior and marketing strategies. The potential of AI to positively impact marketing practices and research is also promising. However, marketers must understand AI and how it profoundly affects consumer behavior. Consequently, the purpose of this paper is to review the applications of AI in marketing and examine its contribution to the facilitation of marketing processes. This review of AI applications in marketing is based on existing literature up to 2021. This study only included research papers based on AI technologies. Using thematic analysis, articles sourced from the Google Scholar and Scopus databases were analyzed. The analysis of selected studies shows that AI adoption in marketing is in the initial stage. Findings – The analysis revealed the following main themes (a) predictive analytics, (b) AI integration, (c) customer relationship management, (d) strategic marketing with AI, (e) AI in services, (f) conversational commerce, (g) advertising AI, and (h) customer brand engagement.
Keywords:
Artificial Intelligence; Big Data; Marketing; Machine Learning
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Copyright © 2025 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0