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Artificial intelligence, data analytics and big data in marketing and customer and consumer segmentations. Systematic literature review

Author

Listed:
  • Berrío-Meneses, Carlos Mario

  • Sanguino-García, Vanesa

  • Isaza-Álvarez, Jimena

Abstract

Artificial intelligence, data analytics and big data are gaining ground in almost all areas of the business world. However, it is still not entirely clear how these tools are transforming marketing and advertising practices. Nor is there a deep understanding of how these tools are being used in targeting practices. For such reason, a systematic literature review was conducted in which 122 scientific articles sourced from Scopus databases, published between 2018 and 2023, were tracked. It was found that these tools mainly impact continuous improvement processes, but do not clarify how they do so in business strategy. Likewise, segmentation exercises are mainly built on behavioural information of customers and consumers, ignoring other variables such as psychographics.

Suggested Citation

  • Berrío-Meneses, Carlos Mario & Sanguino-García, Vanesa & Isaza-Álvarez, Jimena, 2025. "Artificial intelligence, data analytics and big data in marketing and customer and consumer segmentations. Systematic literature review," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 34(3), pages 1-23.
    • Handle: RePEc:sdo:regaec:v:34:y:2025:i:3_7
    DOI: 10.15304/rge.34.3.10108
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    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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