Artificial Intelligence and Marketing

Abstract

Recent advances in artificial intelligence have had a growing impact, and the marketing discipline is no exception. This study carries out an analysis of the impact of artificial intelligence, presenting first its different techniques and then the impact of these techniques on marketing areas and activities. A systematic study or literature review was used. The following marketing areas and activities have been identified: product recommendation, brand and trademarks management, purchase decision forecast, price, advertising management, chatbots, distribution and retail, engagement, and planning process. Findings show that artificial intelligence is having a widespread impact across marketing areas and activities, and they also show that this impact is disrupting marketing areas and activities, as well as causing gradual changes.