The evolving role of artificial intelligence in marketing: a review and research agenda

Vlačić, B, Corbo, L, Costa e Silva, S and Dabić, M ORCID: https://orcid.org/0000-0001-8374-9719, 2021. The evolving role of artificial intelligence in marketing: a review and research agenda. Journal of Business Research, 128 (187-20), pp. 187-203. ISSN 0148-2963

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Abstract

An increasing amount of research on Intelligent Systems/Artificial Intelligence (AI) in marketing has shown that AI is capable of mimicking humans and performing activities in an 'intelligent' manner. Considering the growing interest in AI among marketing researchers and practitioners, this review seeks to provide an overview of the trajectory of marketing and AI research fields. Building upon the review of 164 articles published in Web of Science and Scopus indexed journals, this article develops a context-specific research agenda. Our study of selected articles by means of Multiple Correspondence Analysis (MCA) procedure outlines several research avenues related to the adoption, use, and acceptance of AI technology in marketing, the role of data protection and ethics, the role of institutional support for marketing AI, as well as the revolution of the labor market and marketers’ competencies.

Item Type:	Journal article
Publication Title:	Journal of Business Research
Creators:	Vlačić, B., Corbo, L., Costa e Silva, S. and Dabić, M.
Publisher:	Elsevier BV
Date:	May 2021
Volume:	128
Number:	187-20
ISSN:	0148-2963
Identifiers:	Number Type 10.1016/j.jbusres.2021.01.055 DOI S0148296321000643 Publisher Item Identifier 1443959 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Linda Sullivan
Date Added:	08 Jun 2021 13:25
Last Modified:	20 Aug 2022 03:00
URI:	https://irep.ntu.ac.uk/id/eprint/43027

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