Artificial Intelligence in Marketing Research: A Systematic Review of Trends, Tools, and Ethical Challenges

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Systematic review reveals trends and ethical challenges in artificial intelligence for marketing, suggesting implications for businesses.

Artificial intelligence improves predictability of consumer behaviour, allowing for more targeted marketing efforts.
The review synthesizes insights from over fifty studies, highlighting significant trends across diverse industries.
A systematic review methodology uncovers both benefits and ethical challenges associated with artificial intelligence in marketing.
Businesses must prioritize ethical safeguards as they adopt new marketing technologies to build consumer trust.

Savita et al. (2025) studied this question.

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