The role of Artificial Intelligence in marketing: A thematic review of AI applications and consumer engagement

Hasan, Morshedul and Wafik, HM Atif and Prince, Sheikh Khurshid Alam and Uddin, Imran and Mallik, Shuvo Kumar (2025) The role of Artificial Intelligence in marketing: A thematic review of AI applications and consumer engagement. Open Access Research Journal of Science and Technology, 14 (1). 009-019. ISSN 2782-9960

Long before the worldwide epidemic struck, technological advancements were transforming consumer behavior and marketing strategies. The potential of AI to positively impact marketing practices and research is also promising. However, marketers must understand AI and how it profoundly affects consumer behavior. Consequently, the purpose of this paper is to review the applications of AI in marketing and examine its contribution to the facilitation of marketing processes. This review of AI applications in marketing is based on existing literature up to 2021. This study only included research papers based on AI technologies. Using thematic analysis, articles sourced from the Google Scholar and Scopus databases were analyzed. The analysis of selected studies shows that AI adoption in marketing is in the initial stage. Findings – The analysis revealed the following main themes (a) predictive analytics, (b) AI integration, (c) customer relationship management, (d) strategic marketing with AI, (e) AI in services, (f) conversational commerce, (g) advertising AI, and (h) customer brand engagement.