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A Comprehensive Review of Artificial Intelligence in Marketing

Author(s) B.Prathyusha
Country India
Abstract Artificial Intelligence (AI) has instigated a fundamental transformation in marketing, shifting the domain’s core functional reasoning from human intellect to algorithmic computation. This paper synthesizes the burgeoning field of AI in marketing through a structured review and analysis of operational data and strategic implications. AI’s strategic utility is evident across the entire customer journey, predominantly through predictive analytics and advanced hyper-personalization capabilities. Empirical evidence from global benchmarks confirms the strategic necessity of this adoption, with 74% of enterprises formally measuring and reporting positive returns on investment (ROI) from Generative AI implementations. However, the analysis identifies a critical challenge: the inability of traditional attribution models to accurately quantify AI’s compounding, long-term, and multi-touch value, resulting in a pervasive measurement gap. Furthermore, this review addresses the critical necessity for robust AI governance to mitigate systemic algorithmic bias and ensure mandatory regulatory compliance with comprehensive frameworks, notably the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). The paper concludes by presenting a detailed future research agenda focusing on algorithmic accountability, the ethical implications of intimate immersive marketing, and the ontological ramifications of AI’s new managerial role in sculpting consumer needs.
Keywords AI Marketing, Machine Learning, Generative AI, Hyper-Personalization, ROI Measurement, Algorithmic Bias, Digital Transformation.
Field Business Administration
Published In Volume 6, Issue 11, November 2025
Published On 2025-11-13
Cite This A Comprehensive Review of Artificial Intelligence in Marketing - B.Prathyusha - IJLRP Volume 6, Issue 11, November 2025. DOI 10.70528/IJLRP.v6.i11.1816
DOI https://doi.org/10.70528/IJLRP.v6.i11.1816
Short DOI https://doi.org/hbb4jk
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