Mapping the Landscape of Artificial Intelligence in Marketing : A Literature-Based Study

Németh, Renáta and Reicher, Regina Zsuzsánna (2026) Mapping the Landscape of Artificial Intelligence in Marketing : A Literature-Based Study. In: Interdisciplinary Approaches to addressing the Opportunities and Challenges posed by Digitalization and Artificial Intelligence publication in progress. Budapesti Gazdaságtudományi Egyetem (BGE), Budapest, pp. 63-77. ISBN 9786156886309

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Abstract

Artificial intelligence (AI) has become a widely adopted technology in companies, with marketing emerging as one of its most dynamic areas of application. Its adoption is expected to grow further driven by AI’s potential to enhance efficiency, enable personalization, and support strategic decision-making. This study synthesizes recent academic research on AI in marketing. To provide context, a historical perspective traces the evolution of AI in marketing from early implementations to contemporary practices. It also identifies the key marketing domains where AI is most commonly applied. The study highlights the primary focus areas that receive the most attention in contemporary scholarly work as reflected in the keywords that appear most frequently across publications. Based on the keywords, EU-related AI marketing research is structured into six thematic clusters covering technology, performance, adoption, human–AI interaction, digitalisation and organisational decision-making. Compared to the US, EU research is broader and more nuanced, while US studies focus primarily on technological and performance aspects. In CEE, emphasis lies on management, adoption, and digitalisation. By synthesizing findings, the study offers actionable insights for scholars and practitioners. Future research will explore AI adoption among small and medium-sized enterprises in Hungary and its implications for organizational efficiency and competitiveness.

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