Past, present and future of AI in marketing and knowledge management

Reza Marvi; Pantea Foroudi; Maria Teresa Cuomo

doi:10.1108/JKM-07-2023-0634

Past, present and future of AI in marketing and knowledge management

Reza Marvi, Pantea Foroudi, Maria Teresa Cuomo^*

^*Corresponding author for this work

Marketing and Entrepreneurship

Research output: Contribution to journal › Article › peer-review

13 Citations (SciVal)

6 Downloads (Pure)

Abstract

Purpose: This paper aims to explore the intersection of artificial intelligence (AI) and marketing within the context of knowledge management (KM). It investigates how AI technologies facilitate data-driven decision-making, enhance business communication, improve customer personalization, optimize marketing campaigns and boost overall marketing effectiveness.

Design/methodology/approach: This study uses a quantitative and systematic approach, integrating citation analysis, text mining and co-citation analysis to examine foundational research areas and the evolution of AI in marketing. This comprehensive analysis addresses the current gap in empirical investigations of AI’s influence on marketing and its future developments.

Findings: This study identifies three main perspectives that have shaped the foundation of AI in marketing: proxy, tool and ensemble views. It develops a managerially relevant conceptual framework that outlines future research directions and expands the boundaries of AI and marketing literature within the KM landscape.

Originality/value: This research proposes a conceptual model that integrates AI and marketing within the KM context, offering new research trajectories. This study provides a holistic view of how AI can enhance knowledge sharing, strategic planning and decision-making in marketing.

Original language	English
Number of pages	31
Journal	Journal of Knowledge Management
Volume	29
Issue number	11
Early online date	18 Dec 2024
DOIs	https://doi.org/10.1108/JKM-07-2023-0634
Publication status	E-pub ahead of print - 18 Dec 2024

Bibliographical note

Copyright © 2024, Reza Marvi, Pantea Foroudi and Maria Teresa Cuomo. Published by Emerald Publishing Limited. This article
is published under the Creative Commons Attribution (CC BY4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original
publication and authors. The full terms of this licence may be seen at https://creativecommons.org/licences/by/4.0/legalcode

Keywords

Artificial intelligence
Co-citation
KM
Knowledge management
Leximancer
Text mining

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10.1108/JKM-07-2023-0634Licence: CC BY 4.0

Marvi Foroudi and Cuomo_Past_present and future of AI in marketing and knowledge management
Copyright © 2024, Reza Marvi, Pantea Foroudi and Maria Teresa Cuomo. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at https://creativecommons.org/licences/by/4.0/legalcode
Final published version, 1.23 MBLicence: CC BY 4.0

Cite this

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Past, present and future of AI in marketing and knowledge management

Abstract

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