AI Transformations in Marketing Literature Review

This document is a systematic literature review focusing on the transformative impact of artificial intelligence (AI) in the marketing sector. It presents a comprehensive analysis based on 57 peer-reviewed journal articles, detailing the current and emerging applications of AI in various marketing functions. The review outlines five functional themes and 19 sub-themes of AI-powered marketing, as well as 170 real-world use cases across different sectors. The document discusses the implications for both academics and practitioners, emphasizing the importance of understanding AI's role in enhancing marketing strategies and operations. Additionally, it raises critical questions regarding the benefits and challenges of AI in marketing, the evolving skills required for marketers, and the ethical considerations associated with AI implementation. This literature review serves as a valuable resource for marketing professionals, researchers, and students seeking to navigate the complexities of AI in the marketing landscape.