ARTIFICIAL INTELLIGENCE: A NEW INFLUENCE ON MARKETING BEHAVIOR
Aries Kurniawan, Sri Hartini, Masmira Kurniawati, Candraningrat, Adrianus Aprilius

Doctor of Management Science Program, Faculty of Economics and Business, Universitas Airlangga

Abstract

Purposes: One of the objectives of this study is to understand how Artificial Intelligence (AI) is integrated into marketing strategies and how AI can enhance data analysis and consumer insights.
Methods: To analyze organizations and structures accurately and comprehensively, SLR is the preferred method to identify existing research gaps.
Results: The results of this study show that the integration of AI in Marketing Management has grown significantly over the past 39 years, as evidenced by the increasing number of publications in Scopus. AI enhances data analysis and consumer insights, and key applications such as recommendation systems and sentiment analysis have been identified. However, the study also highlights the importance of addressing ethical concerns such as privacy, bias, and transparency in the use of AI in marketing
Conclusion and suggestion: AI plays a crucial role in marketing management, driving significant advancements in business strategies and customer engagement. However, its application in the cultural sector remains limited due to challenges related to creativity and resource constraints. Future research should focus on exploring AI^s potential in various fields, such as education and healthcare, while addressing ethical concerns, privacy, and transparency. Interdisciplinary collaboration is also necessary to fully maximize the benefits of AI.

Keywords: Artificial Intelligence, Marketing, Management, Bibliometric Study, Systematic Review

Topic: Marketing management