AI-Enabled Marketing Solutions in Marketing Decision Making: AI Application in Different Stages of Marketing Process

The digital transformation led by disruptive technologies can help organizations address numerous challenges and deliver better customer value through innovative technologies in all business areas. Artificial intelligence (AI) is finding its application in various business disciplines and is expected to be one of the most important technological tools used in marketing in the years to come. The paper addresses the expected role of artificial intelligence solutions in marketing decision-making throughout the five steps of the marketing process. The study provides a systematic review of the research articles addressing the application of AI for marketing decision-making published in the period from 2020 to 2022. Identified applications are then mapped to five steps of the marketing process: analysis, strategy, tactics, customer relations, and value proposition creation. The findings indicate that most of the current AI applications are utilized in the first stage of the marketing process related to understanding and predicting customer behaviour and in the tactical stage of creating a marketing mix. The paper concludes with recommendations for marketing practitioners and recommendations for further research.