Smarter Bridges: Leveraging Artificial Intelligence to Reshape University-Industry Technology Transfer

University-industry technology transfer (UITT) is essential for converting academic research into commercial use, yet traditional strategies often fail to address the knowledge gap. Literature suggests that institutional inertia, communication barriers, and ineffective marketing strategies hinder the commercialization of technology. This study proposes a conceptual framework that incorporates AI-driven marketing to enhance knowledge dissemination, market identification, and stakeholder engagement within the technology transfer process. This systematic literature review amalgamates insights from UITT, AI marketing applications, and knowledge management systems. A qualitative analysis of peer-reviewed literature from 2017 to 2025 identifies trends, deficiencies, and emerging patterns, leading to an integrated framework that assesses technology transfer strategies and the implementation of AI marketing across diverse sectors, leveraging the Technology-Organization-Environment (TOE) model and the Unified Theory of Acceptance and Use of Technology (UTAUT). The investigation demonstrates that AI-enhanced marketing can significantly bolster UITT through five AI-enhanced marketing capabilities: precise client segmentation, predictive analytics of market trends, tailored communication, improved knowledge management, and streamlined digital outreach. This methodology fosters reciprocal knowledge exchanges, positioning AI as a facilitator between market insights and university research aims while refining technology presentations for industry stakeholders. Moreover, the study highlights critical concerns regarding data privacy, implementation expenses, technical complexities, and the necessary proficiency in AI and technology transfer.