Current state and future development of artificial intelligence in marketing

Research Article
Open access

Current state and future development of artificial intelligence in marketing

Yuze Mao 1*
  • 1 Durham University, Durham, DH13LE, United Kingdom    
  • *corresponding author yuze.mao@foxmail.com
Published on 14 June 2023 | https://doi.org/10.54254/2755-2721/6/20230884
ACE Vol.6
ISSN (Print): 2755-273X
ISSN (Online): 2755-2721
ISBN (Print): 978-1-915371-59-1
ISBN (Online): 978-1-915371-60-7

Abstract

Artificial intelligence (AI) has emerged as a trend in various industries. In the marketing field, artificial intelligence has been the main driver of its growth and an important tool for companies, organisations, and marketing specialists. However, there is a gap between the existing AI research and the actual application of the technologies in marketing. To bridge the gap, this study focuses on the current state of research on artificial intelligence in marketing and AI technologies used in marketing. Research articles on this topic are searched from the ScienceDirect database and the IEEE Xplore database and the non-empirical studies are filtered out by selection criteria. Then the selected articles are analysed using the method of bibliometrics and content analysis. This study describes the landscape of research in artificial intelligence in marketing, summarises AI technologies applied in the marketing field, provides advice on applying AI applications to marketing for marketing specialists, and presents future research directions for AI specialists. Results show that the application of AI in marketing will increase fast in the coming years. In particular, companies and organisations may greatly benefit from the use of AI technology in marketing to increase sales, cut costs, improve firm productivity, boost innovation, and achieve organisational goals.

Keywords:

Artificial Intelligence, AI, Artificial Intelligence Technology, Marketing.

Mao,Y. (2023). Current state and future development of artificial intelligence in marketing. Applied and Computational Engineering,6,536-541.
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References

[1]. Dick S. Artificial Intelligence. Harvard Data Science Review. 2019 Jul 3 (cited 2022 Nov 8). Av ailable from: https://hdsr.mitpress.mit.edu/pub/0aytgrau/release/3.

[2]. Amisha M P, Pathania M, Rathaur V. Overview of artificial intelligence in medicine. Family Med Prim Care 8(7), 2328 (2019).

[3]. Chen L, Chen P, Lin Z. Artificial Intelligence in Education: A Review. IEEE Access 8, 75264–7 8 (2020).

[4]. Eli-Chukwu N C. Applications of Artificial Intelligence in Agriculture: A Review. Eng Technol Appl Sci Res 9(4), 4377–83 (2019).

[5]. Artificial Intelligence in Marketing Market Research Report, by Application (Ad Optimization, Content Curation), by Technology (Adaptive Learning, Advanced Analytics), by Vertical (B FSI, Government), by Deployment (On-Cloud) - Global Forecast till 2030 [Internet]. Market Research Future (MRFR); 2022 Nov (cited 2022 Nov 8) p.100. Report No.: MRFR/ICT/5106 -HCR. Available from: https://www.marketresearchfuture.com/reports/artificial-intelligencemarketing-market-6568.

[6]. Vlačić B, Corbo L, Costa e Silva S, Dabić M. The evolving role of artificial intelligence in marketing: A review and research agenda. Journal of Business Research 128, 187–203 (2021).

[7]. Mariani M M, Perez-Vega R, Wirtz J. AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology and Marketing 39(4), 755–76 (2022).

[8]. De Bruyn A, Viswanathan V, Beh YS, Brock J K U, von Wangenheim F. Artificial Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing 51, 91–105 (2020).

[9]. Okubo Y. Bibliometric Indicators and Analysis of Research Systems: Methods and Examples [Internet]. 1997 Jan (cited 2022 Nov 9). (OECD Science, Technology and Industry Working Papers; vol. 1997/01). Report No.: 1997/01. Available from: https://www.oecd-ilibrary.org/science-and-technology/bibliometric-indicators-and-analysis-of-research-systems_208277770603.

[10]. Thelwall M. Bibliometrics to webometrics. Journal of Information Science 34(4), 605–21 (2008).

[11]. Gao F, Luo T, Zhang K. Tweeting for learning: A critical analysis of research on microblogging in education published in 2008-2011: Tweeting for learning. Br J Educ Technol 43(5), 783–801 (2012).

[12]. Mogil J S, Simmonds K, Simmonds M J. Pain research from 1975 to 2007: A categorical and bibliometric meta-trend analysis of every Research Paper published in the journal, Pain. Pain 142(1), 48–58 (2009).

[13]. Hung J L, Zhang K. Examining mobile learning trends 2003–2008: a categorical meta-trend analysis using text mining techniques. J Comput High Educ 24(1), 1–17 (2012).

[14]. Chen J. The Augmenting Effects Of Artificial Intelligence On Marketing Performance 173.

[15]. Wang C, Teo T S H, Janssen M. Public and private value creation using artificial intelligence: An empirical study of AI voice robot users in Chinese public sector. International Journal of Information Management 61, 102401 (2021).

[16]. Arsenijevic U, Jovic M. Artificial Intelligence Marketing: Chatbots. In: 2019 International Conference on Artificial Intelligence: Applications and Innovations (IC-AIAI) [Internet]. Belgrade, Serbia: IEEE; 2019 (cited 2022 Nov 10). p.19–193. Available from: https://ieeexplore.ieee.org/document/9007330/.

[17]. Keegan B J, Canhoto A I, Yen D A wan. Power negotiation on the tango dancefloor: The adoption of AI in B2B marketing. Industrial Marketing Management 100, 36–48 (2022).

[18]. Chatterjee S, Rana N P, Tamilmani K, Sharma A. The effect of AI-based CRM on organization performance and competitive advantage: An empirical analysis in the B2B context. Industrial Marketing Management 97, 205–19 (2021).

[19]. Fayed A E. Artificial Intelligence for marketing plan: the case for e-marketing companies. MMI (1), 81–95 (2021).

[20]. Younis R A A, Adel H M. Artificial Intelligence Strategy, Creativity-Oriented HRM and Knowledge-Sharing Quality: Empirical Analysis of Individual and Organisational Performance of AI-Powered Businesses. SSRN Journal [Internet]. 2020 (cited 2022 Nov 10); Available from: https://www.ssrn.com/abstract=4127128.

[21]. Moriuchi E. Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty. Psychol Mark 36(5), 489–501 (2019).

[22]. Bag S, Gupta S, Kumar A, Sivarajah U. An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management 92, 178–89 (2021).

[23]. Devang V, Chintan S, Gunjan T, Krupa R. Applications of Artificial Intelligence in Marketing. EAI 25(1), 28–36 (2019).

[24]. Dharmaputra R T, Fernando Y, Aryshandy G, Ikhsan R B. Artificial Intelligence and Electronic Marketing Outcomes: An Empirical Study. In: 2021 3rd International Conference on Cybernetics and Intelligent System (ICORIS) [Internet]. Makasar, Indonesia: IEEE; 2021 (cited 2022 Nov 10). p.1–6. Available from: https://ieeexplore.ieee.org/document/9649533/.

Cite this article

Mao,Y. (2023). Current state and future development of artificial intelligence in marketing. Applied and Computational Engineering,6,536-541.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 3rd International Conference on Signal Processing and Machine Learning

ISBN：978-1-915371-59-1(Print) / 978-1-915371-60-7(Online)
Editor：Omer Burak Istanbullu
Conference website: http://www.confspml.org
Conference date: 25 February 2023
Series: Applied and Computational Engineering
Volume number: Vol.6
ISSN：2755-2721(Print) / 2755-273X(Online)

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References

[1]. Dick S. Artificial Intelligence. Harvard Data Science Review. 2019 Jul 3 (cited 2022 Nov 8). Av ailable from: https://hdsr.mitpress.mit.edu/pub/0aytgrau/release/3.

[2]. Amisha M P, Pathania M, Rathaur V. Overview of artificial intelligence in medicine. Family Med Prim Care 8(7), 2328 (2019).

[3]. Chen L, Chen P, Lin Z. Artificial Intelligence in Education: A Review. IEEE Access 8, 75264–7 8 (2020).

[4]. Eli-Chukwu N C. Applications of Artificial Intelligence in Agriculture: A Review. Eng Technol Appl Sci Res 9(4), 4377–83 (2019).

[5]. Artificial Intelligence in Marketing Market Research Report, by Application (Ad Optimization, Content Curation), by Technology (Adaptive Learning, Advanced Analytics), by Vertical (B FSI, Government), by Deployment (On-Cloud) - Global Forecast till 2030 [Internet]. Market Research Future (MRFR); 2022 Nov (cited 2022 Nov 8) p.100. Report No.: MRFR/ICT/5106 -HCR. Available from: https://www.marketresearchfuture.com/reports/artificial-intelligencemarketing-market-6568.

[6]. Vlačić B, Corbo L, Costa e Silva S, Dabić M. The evolving role of artificial intelligence in marketing: A review and research agenda. Journal of Business Research 128, 187–203 (2021).

[7]. Mariani M M, Perez-Vega R, Wirtz J. AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology and Marketing 39(4), 755–76 (2022).

[8]. De Bruyn A, Viswanathan V, Beh YS, Brock J K U, von Wangenheim F. Artificial Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing 51, 91–105 (2020).

[9]. Okubo Y. Bibliometric Indicators and Analysis of Research Systems: Methods and Examples [Internet]. 1997 Jan (cited 2022 Nov 9). (OECD Science, Technology and Industry Working Papers; vol. 1997/01). Report No.: 1997/01. Available from: https://www.oecd-ilibrary.org/science-and-technology/bibliometric-indicators-and-analysis-of-research-systems_208277770603.

[10]. Thelwall M. Bibliometrics to webometrics. Journal of Information Science 34(4), 605–21 (2008).

[11]. Gao F, Luo T, Zhang K. Tweeting for learning: A critical analysis of research on microblogging in education published in 2008-2011: Tweeting for learning. Br J Educ Technol 43(5), 783–801 (2012).

[12]. Mogil J S, Simmonds K, Simmonds M J. Pain research from 1975 to 2007: A categorical and bibliometric meta-trend analysis of every Research Paper published in the journal, Pain. Pain 142(1), 48–58 (2009).

[13]. Hung J L, Zhang K. Examining mobile learning trends 2003–2008: a categorical meta-trend analysis using text mining techniques. J Comput High Educ 24(1), 1–17 (2012).

[14]. Chen J. The Augmenting Effects Of Artificial Intelligence On Marketing Performance 173.

[15]. Wang C, Teo T S H, Janssen M. Public and private value creation using artificial intelligence: An empirical study of AI voice robot users in Chinese public sector. International Journal of Information Management 61, 102401 (2021).

[16]. Arsenijevic U, Jovic M. Artificial Intelligence Marketing: Chatbots. In: 2019 International Conference on Artificial Intelligence: Applications and Innovations (IC-AIAI) [Internet]. Belgrade, Serbia: IEEE; 2019 (cited 2022 Nov 10). p.19–193. Available from: https://ieeexplore.ieee.org/document/9007330/.

[17]. Keegan B J, Canhoto A I, Yen D A wan. Power negotiation on the tango dancefloor: The adoption of AI in B2B marketing. Industrial Marketing Management 100, 36–48 (2022).

[18]. Chatterjee S, Rana N P, Tamilmani K, Sharma A. The effect of AI-based CRM on organization performance and competitive advantage: An empirical analysis in the B2B context. Industrial Marketing Management 97, 205–19 (2021).

[19]. Fayed A E. Artificial Intelligence for marketing plan: the case for e-marketing companies. MMI (1), 81–95 (2021).

[20]. Younis R A A, Adel H M. Artificial Intelligence Strategy, Creativity-Oriented HRM and Knowledge-Sharing Quality: Empirical Analysis of Individual and Organisational Performance of AI-Powered Businesses. SSRN Journal [Internet]. 2020 (cited 2022 Nov 10); Available from: https://www.ssrn.com/abstract=4127128.

[21]. Moriuchi E. Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty. Psychol Mark 36(5), 489–501 (2019).

[22]. Bag S, Gupta S, Kumar A, Sivarajah U. An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management 92, 178–89 (2021).

[23]. Devang V, Chintan S, Gunjan T, Krupa R. Applications of Artificial Intelligence in Marketing. EAI 25(1), 28–36 (2019).

[24]. Dharmaputra R T, Fernando Y, Aryshandy G, Ikhsan R B. Artificial Intelligence and Electronic Marketing Outcomes: An Empirical Study. In: 2021 3rd International Conference on Cybernetics and Intelligent System (ICORIS) [Internet]. Makasar, Indonesia: IEEE; 2021 (cited 2022 Nov 10). p.1–6. Available from: https://ieeexplore.ieee.org/document/9649533/.

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