Past, present and future of AI in marketing and knowledge management

Abstract

Purpose: This paper aims to explore the intersection of artificial intelligence (AI) and marketing within the context of knowledge management (KM). It investigates how AI technologies facilitate data-driven decision-making, enhance business communication, improve customer personalization, optimize marketing campaigns and boost overall marketing effectiveness.  Design/methodology/approach: This study uses a quantitative and systematic approach, integrating citation analysis, text mining and co-citation analysis to examine foundational research areas and the evolution of AI in marketing. This comprehensive analysis addresses the current gap in empirical investigations of AI’s influence on marketing and its future developments.  Findings: This study identifies three main perspectives that have shaped the foundation of AI in marketing: proxy, tool and ensemble views. It develops a managerially relevant conceptual framework that outlines future research directions and expands the boundaries of AI and marketing literature within the KM landscape.  Originality/value: This research proposes a conceptual model that integrates AI and marketing within the KM context, offering new research trajectories. This study provides a holistic view of how AI can enhance knowledge sharing, strategic planning and decision-making in marketing.

Publication DOI: https://doi.org/10.1108/JKM-07-2023-0634
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: Copyright © 2024, Reza Marvi, Pantea Foroudi and Maria Teresa Cuomo. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at https://creativecommons.org/licences/by/4.0/legalcode
Uncontrolled Keywords: Artificial intelligence,Co-citation,KM,Knowledge management,Leximancer,Text mining,Strategy and Management,Management of Technology and Innovation
Publication ISSN: 1758-7484
Last Modified: 08 Aug 2025 07:27
Date Deposited: 04 Jul 2025 15:01
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
https://www.eme ... -0634/full/html (Publisher URL)
PURE Output Type: Article
Published Date: 2024-12-18
Published Online Date: 2024-12-18
Accepted Date: 2024-10-14
Authors: Marvi, Reza (ORCID Profile 0000-0002-2583-4613)
Foroudi, Pantea
Cuomo, Maria Teresa

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License: Creative Commons Attribution


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