Understanding the Nexus of Marketing and Artificial Intelligence (AI): Customer Experience is of the Essence

Document Type : Research Paper

Authors

1 College of Farabi, University of Tehran

2 University of Tehran, College of Farabi, Faculty of Management and accounting

3 Islamic Azad University, Dubai Branch, UAE

Abstract

Artificial intelligence (AI) is assuming an increasingly pivotal role in marketing, as evidenced by its extensive implementation across a diverse array of sectors. Review studies are indispensable across all scientific disciplines, particularly within emerging fields, as they provide scholars and practitioners with insights into the current state of knowledge and prospective avenues for development. In this context, the primary objective of the present study is to examine the social and conceptual framework underpinning the application of artificial intelligence in marketing. To achieve this goal, all bibliographic data up to 2022 were retrieved and analyzed using VOSviewer software. This analysis encompasses descriptive statistics, keyword co-occurrence analysis and co-authorship analysis. The descriptive analysis identifies the most highly cited papers, authors, countries, universities, and journals within the field. The co-authorship analysis reveals the social structure, emphasizing collaboration patterns among researchers. Additionally, the keyword co-occurrence analysis provides insights into the conceptual framework of the field, particularly by highlighting recent research topics and their temporal trends. The findings indicate that AI has become an essential and important tool for businesses to identify and understand customer behavioral patterns and needs, particularly throughout the customer journey and in enhancing customer experiences. These technologies not only support businesses in optimizing their strategies but also assist customers in their decision-making processes.

Keywords

References

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International Journal of Supply and Operations Management
Volume 12, Issue 2
May 2025
Pages 236-253

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