Artificial Intelligence in Marketing: A Comprehensive Literature Review of Transformative Applications, Challenges, and Future Opportunities

Artificial intelligence (AI) is revolutionizing marketing by enabling personalized consumer experiences, automating content creation, and optimizing decision-making processes. This thesis presents a comprehensive literature review of 58 academic papers published between 2015 and 2024 to explore the transformative role of AI in marketing. The research investigates the evolution of AI technologies, their applications in various marketing strategies, and their impacts on consumer engagement, predictive analytics, and business operations. Additionally, it highlights ethical, social, and operational challenges in AI adoption while proposing future directions for research and practice. The findings demonstrate that AI has become indispensable for modern marketing, offering significant opportunities for innovation, albeit with critical ethical considerations.