Artificial Intelligence in Marketing: Literature Review and Future Research Agenda

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Artificial Intelligence in Marketing: Literature Review and Future Research Agenda

The aim of this study is to identify the general usage of AI in marketing among practitioners, as existing literature often focuses on specific objectives such as branding, innovation, and understanding competitors' weaknesses. To achieve this, a Systematic Review employing the PRISMA (Preferre...

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Bibliographic Details
Published in:	Journal of System and Management Sciences
Main Author:	Masnita Y.; Ali J.K.; Zahra A.; Wilson N.; Murwonugroho W.
Format:	Article
Language:	English
Published:	Success Culture Press 2024
Online Access:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180214204&doi=10.33168%2fJSMS.2024.0108&partnerID=40&md5=2b58bdd0cc5ebe9ae0fbe20f4d9e9358

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