Artificial intelligence in marketing: exploring current and future trends

Figures & data

Table 1. Study inclusion and exclusion criteria.

Inclusion	Exclusion
Should involve AI and related keywords in marketing, business, management, and operational management domains	AI used as another context
Should involve organisational context	The paper was published in languages other than English
Should be written in the English language
Should be published between 2015 and July 2023

Figure 1. PRISMA diagram.

Figure 2. Publication trends.

Table 2. Most influential journals.

Journal name	TP	WOS (IF)	ABDC
Journal of Business Research	54	11.3	A
Industrial Marketing Management	54	10.3	A*
Journal of Retailing and Consumer Services	16	10.4	A
Annals of Operations Research	15	4.8	A
European Journal of Marketing	15	4.4	A*

Table 3. Most influential authors.

Authors	TP	Articles fractionalised
CHATTERJEE S	8	2.58
CHAUDHURI R	7	2.33
BAG S	6	1.35
GUPTA S	6	2.23
VAN ESCH P	6	1.92
GREWAL D	5	1.12
KIETZMANN J	5	1.32
LUO X	5	1.33
SHARMA A	5	1.37
WANG Y	5	1.42

Table 4. Cluster analysis.

Cluster no	Cluster name	Keywords
1st	Psychosocial dynamic of AI	Acceptance, adoption, behaviour, competence, communication, emotions, engagement, intention, perceptions, personality, service robots, responses, usage, strategies, social pressure, corporate social responsibility
2nd	AI-Enhanced market dynamic & Strategies	Competition, dynamic, networks, policy, prediction, supply chain management, word-of-mouth, sales, market
3rd	AI for consumer services	Anthropomorphism, e-commerce, trust, satisfaction, augmented reality, brand engagement
4th	AI for decision making	Artificial intelligence, CRM, big data, decision-making, dynamic capabilities, predictive analytics, value-creation
5th	AI for value-transformation	Innovation, knowledge, perspective, transformation, value co-creation
6th	AI for ethical marketing	Analytics, competitive advantage, discrimination, employment

Data availability statement

Data will be available on request.