چکیده مقاله
The rapid advancement of digital technologies, particularly artificial intelligence AI , has brought significant transformations to marketing This article reviews the literature and modern approaches to examine the impact and role of AI in contemporary marketing AI has provided marketers with new tools for data analysis, identifying behavioral patterns, and predicting market trends Furthermore, by integrating machine learning and data mining, AI enhances customer experience personalization and satisfaction, increasing efficiency and more effective customer interactions However, the use of AI in marketing also introduces notable challenges This article employs bibliometric analysis and the VOS Viewer software to explore the conceptual network of AI related keywords in marketing, evaluating the role of this technology in enhancing customer experience and optimizing strategic decision making The findings of this study indicate that AI has had positive effects, particularly in areas such as customer experience personalization and innovation in marketing management Organizations can leverage this technology to boost efficiency and foster more effective customer interactions
کلیدواژهها
نویسندگان
Hossein Norouzi
Associate Prof , Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran
Mobina Rahmani Gohar
MSc , Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran
Ehsan Golchin
MSc Student, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran
شیوه ارجاع
Norouzi, Hossein and Rahmani Gohar, Mobina and Golchin, Ehsan,1403,The Role and Impact of Artificial Intelligence in Marketing: A Review of the Literature and Future Perspectives,The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز