A Literature Review on the Role of Artificial Intelligence in Marketing

Zirui Wang

doi:10.71204/1p7n5w97

Authors

Zirui Wang Hebei University Author

DOI:

https://doi.org/10.71204/1p7n5w97

Keywords:

Artificial Intelligence, Marketing, Consumer Behavior

Abstract

With the rapid advancement of artificial intelligence (AI) technologies, their application in marketing has become increasingly widespread. This paper reviews and synthesizes existing literature to examine the multifaceted impacts of AI on marketing practices. The findings indicate that AI offers significant advantages, including enhanced marketing efficiency, cost reduction, and the facilitation of personalized recommendations. These capabilities contribute to improved consumer experience and engagement, thereby fostering stronger brand loyalty and promoting brand image development. Nevertheless, the review also highlights inherent limitations of AI, particularly in emotional expression and authenticity perception, which may undermine consumer trust.

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