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Conditions of use and impacts of artificial intelligence in marketing practices: a mixed-method literature review

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  • Giacomo Zatini

    (Università Degli Studi Gabriele d’Annunzio Chieti)

Abstract

This study investigates the evolving conditions and impacts of artificial intelligence (AI) in marketing through a comprehensive review of existing literature to assess trends, applications, and strategic implications. The research methodology employed a mixed-method literature review (MMLR) combining bibliometric analysis and topic modeling, analyzing 303 articles from Scopus focusing on AI in marketing. Key thematic clusters were identified using the BERTopic algorithm, followed by a qualitative assessment of the emerging trends and gaps. The analysis identified 14 thematic clusters. While AI has demonstrated potential in enhancing operational efficiency, customer personalization, and predictive marketing, significant gaps remain in empirical case studies and long-term strategic analysis, particularly concerning the ethical considerations and practical applications of emerging AI technologies. These findings contribute to both academic understanding and practical implementation of AI in marketing, with an emphasis on sustainability, ethical considerations, and long-term strategic development.

Suggested Citation

  • Giacomo Zatini, 2025. "Conditions of use and impacts of artificial intelligence in marketing practices: a mixed-method literature review," Italian Journal of Marketing, Springer, vol. 2025(3), pages 293-329, September.
    • Handle: RePEc:spr:ijmark:v:2025:y:2025:i:3:d:10.1007_s43039-025-00117-x
    DOI: 10.1007/s43039-025-00117-x
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