Citation:

Yenni Paola Rivero Salinas, Francy Johanna Mestizo Sosa, Jhony Alexander Barrera Liévano, Jesús Enrique Beltrán Virgüez. "Artificial Intelligence and Marketing in Companies: A Systematic Review" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 55-67, 2025.

Abstract:

Various sources indicate that companies today face numerous challenges regarding using and integrating technology and Artificial Intelligence (AI) into their business processes. Given the current potential of AI to support various business processes and considering that marketing is a fundamental pillar for the sustainability and longevity of organizations, this research aims to determine the contribution of artificial intelligence to the development of marketing in companies. To achieve this, a systematic literature review and a bibliometric analysis were conducted based on research documents indexed in SCOPUS. The findings reveal that AI contributes to companies' marketing processes by optimizing operations, developing strategy, enhancing brand image, expanding market reach, and optimizing financial resources. Its role in fostering innovation and supporting decision-making processes within organizations has also been identified.

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Keywords:

Productivity, Transformation, Technology, Growth, Automation.