Marcello M. Mariani1, Rodrigo Perez‐Vega, Jochen Wirtz
In Marcello M. Mariani’s comprehensive review, “AI in marketing, consumer research and psychology: A systematic literature review and research agenda,” the intricate relationship between artificial intelligence (AI) and these domains is meticulously explored. Mariani delves into the existing literature to uncover the multifaceted ways in which AI is reshaping marketing strategies, consumer behavior research, and psychological insights.
Mariani’s review underscores the transformative power of AI in generating actionable insights from vast datasets
The article highlights AI’s role in driving personalized customer experiences and enhancing engagement across various touchpoints.
Mariani emphasizes the importance of addressing ethical considerations and ensuring transparency in AI-powered marketing practices. As AI algorithms increasingly influence consumer behavior and decision-making processes, professionals must prioritize ethical guidelines, data privacy, and algorithmic transparency.
“AI in marketing, consumer research and psychology” offers valuable insights for professionals navigating the evolving landscape of AI-driven strategies. By embracing data-driven insights, prioritizing personalized customer experiences, and upholding ethical principles, businesses can unlock the full potential of AI to drive innovation and sustainable growth in today’s dynamic marketplace.
https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21619
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