There is no doubt that artificial intelligence is revolutionizing our world. Whether it results in a positive outcome or not would depend, as with any other tool, on how we use it. Part of the current uncertainty and the varied opinions on the subject probably lies in the fact that we are still not clear about how, where and when to use it.
In this article shall tackle a field that is of great interest to any business: marketing. Specifically, it will focus on the analysis made by Suraña-Sánchez and Aramendia-Muneta (2024) on which are the main research topics regarding the use of artificial intelligence and other next-generation technologies in the field of marketing, and the expected lines of research to develop in the future.
It should be noted that the range of the study was limited to publications in English, so, logically, the countries with the highest number of publications are the United States, India and the United Kingdom, followed by China in fourth place and Germany in fifth place.
AI and Marketing: Ten Research Clusters
After defining the search and selection criteria, Suraña-Sánchez and Aramendia-Muneta analyzed a total of 600 publications ranging from 1980 to 2022 (data were collected in early February of the latter) and identified a total of ten relevant clusters for study.
- Focus on digital marketing
According to several of the publications reviewed, mobile marketing is a revenue driver used by retail companies as part of their automation strategies, Being of particular interest the concepts of e-marketing, e-commerce and word-of-mouth. Having a good marketing strategy remains key and encouraging customer engagement is one of the reasons for developing these new technologies. - Advertising engagement
Social media plays a pivotal role in consumer behavior. This is especially important for fashion and lifestyle brands, as it is an effective strategy for improving brand engagement, and influencers hold great power in impacting their followers’ decision-making. - An example of this is the Chinese fashion presenter’s viral TikTok (Chinese Lady Showing Clothes Very Fast, 2025). In addition, artificial intelligence can help to measure and analyze the campaign effectiveness, engagement, conversion rate and profitability.
- Artificial intelligence in marketing
Robotics and machine learning have proven their capabilities in the marketing field. For example, chatbots, which are in fact a type of artificial intelligence, are as effective as experienced workers, and four times more effective than inexperienced ones in encouraging customer engagement, so much so that some theorize that they may also lead to customer loyalty. - Basis of customer participation
Current publications on this node look at how new technologies can be used to improve loyalty, privacy or satisfaction. Although some studies show a preference for interactions with people during the purchase of services, as may be the case for hotels, many clothing and food stores have already implemented self-service payment when it comes to products. - Robots to attract customers
Automation, robotics and artificial intelligence are undoubtedly redefining interactions between customers and companies. While in many areas it is still to be confirmed how much trust can be placed in these technologies, the incorporation of robotic services in the hospitality industry has already proven successful in achieving results and improving operational efficiency. - How to attract customers
When building any relationship, connection is the key for its devolepment. Applied to marketing, engagement leads to attachment, which in turn leads to customer loyalty. In this sense, chatbots provide a touchpoint that has been seen to enhance customer-brand relationships. For example, in the music industry, some examples of AI implementation to improve engagement are song recommendations, customer service chatbots and personalized music playlists. - New communication tools’ impact on B2B markets
In the context of business-to-business transactions, digital tools are not just bots or chatbots, but include natural language processing and other analytical techniques to enhance the consumer experience and encourage the exchange of ideas, bringing individuals closer together. - Chatbots, new tools for customer service
As mentioned above, the relationship between technology and consumer can improve satisfaction, and customer service chatbots have proven to be valuable tools in healthcare and education, and, together with other digital technologies, key to improving brand-customer relationships in emerging markets. - Latest tools
In the fourth industrial revolution, artificial intelligence, gene editing or advanced robotics are the main fields of study, and data analysis plays a crucial role in optimizing processes and fostering innovation. - The programming paradigm
Data analytics and decision support systems are generating a lot of interest, and in a field like marketing where understanding customer sentiment and suggestions is a strategic advantage, these solutions can have a huge impact.
As mentioned at the top, tools can be beneficial or not depending on how they are used. It is quite possible, however, that the only way to discover the potential benefits of each tool is precisely by using them. However, it will always be better to do so from a well informed position than without rhyme or reason, and the reason for summing up Suraña-Sánchez’s and Aramendia-Muneta’s results on current research and studies on the subject is the hope that they will serve as a reference for those brave enough to try them out.
References
Chinese Lady Showing Clothes Very Fast. (2025, February 10). TikTok. https://www.tiktok.com/discover/chinese-lady-showing-clothes-very-fast
Suraña-Sánchez, C., & Aramendia-Muneta, M. E. (2024). Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda. International Journal of Consumer Studies, 48(2), e13027. https://doi.org/10.1111/ijcs.13027
