Research trends and future research topics regarding the application of artificial intelligence in the marketing field

Abstract

This study clarified the research trends on AI and its marketing applications, which have attracted much attention in recent years, and presented future research topics. To this end, a content analysis of 1,573 English papers extracted from the academic paper database (Web of Science) was conducted. As a result, the marketing application of AI began in the 1990s, went through the 2010s with the emergence of deep learning, and progressed rapidly in the 2020s with the emergence of generative AI. While the marketing application of AI is expected to bring great expectations to companies, consumers, and society, it also raises ethical issues due to many uncertainties. Based on the results of the analysis, future research topics were discussed and presented.