APPLICATIONS OF ARTIFICIAL INTELLIGENCE IN MARKETING

Abstract

This article aims to review both domestic and international literature published between 2019 and 2025 and provide a comprehensive overview of artificial intelligence (AI) applications in marketing, a domain gaining significant traction across both academic and professional landscapes. The synthesis of literature indicates that AI has transitioned from a mere supportive tool into an indispensable strategic infrastructure, empowering marketers to leverage Big Data for delivering highly accurate and efficient personalized consumer experiences. AI applications permeate marketing activities and the marketing mix (4Ps) extensively, encompassing technical tasks such as predictive analytics to strategic initiatives that directly influence the consumer journey. Specific applications include identifying unmet needs within product development, implementing dynamic pricing models calibrated to supply and demand fluctuations, optimizing smart logistics within distribution channels, and utilizing micro-segmentation to execute high-performance communication campaigns. However, the integration of AI presents critical challenges and risks that necessitate rigorous evaluation. These include data privacy and security concerns under stringent regulations, potential algorithmic biases leading to discrimination, issues regarding accountability and transparency during system failures, and the psychological impact on consumers which may trigger negative reactions toward the technology. Consequently, this article proposes a strategic conceptual framework and actionable recommendations for scholars and practitioners to assess AI potential, formulate robust strategies, and govern AI usage responsibly to secure a sustainable competitive advantage.