Artificial Intelligence in Marketing: A Systematic Review

Abstract
Artificial Intelligence (AI) has emerged as a disruptive technology that is
transforming the marketing landscape. Organizations increasingly utilize AI to analyze big
data, predict consumer behavior, provide hyper-personalized experiences, and make
automated decisions. This review summarizes both theoretical and empirical knowledge
regarding AI in marketing, exploring its applications, benefits, drawbacks, and ethical
considerations. The paper also discusses AI's role in cross-channel integration, customer
relationship management, and sustainable marketing strategies. Additionally, future research
directions are suggested to enhance academic understanding and industry applications of AIdriven marketing tactics.
Keywords: Artificial Intelligence, Marketing, Personalization, Consumer Behavior,
Predictive Analytics, Ethical AI