The purpose of this study was to explore how artificial intelligence reshaped marketing research by examining its technological trends, practical applications, and ethical challenges. The study aimed to understand not only how artificial intelligence influenced marketing practices but also how businesses and consumers adapted to these changes. A systematic review methodology was employed to synthesise insights from more than fifty peer-reviewed studies, conference papers, and theses. These works were collected, screened, and analysed to provide a balanced picture of the role of artificial intelligence in marketing. Both global and Indian perspectives were incorporated to highlight contextual differences in adoption and outcomes. The findings revealed that artificial intelligence enabled marketers to predict consumer behaviour, personalise campaigns, and optimise customer relationship management with greater efficiency. It also transformed industries such as retail, e-commerce, and financial services by improving decision-making and engagement. However, the review also showed that challenges persisted, particularly in relation to transparency, data privacy, bias, and governance. In practical terms, the study suggested that businesses could enhance competitiveness and customer trust by combining technological adoption with ethical safeguards. It further indicated that sustainable success depended on organisational readiness, regulatory compliance, and human–machine collaboration. This study was original in its attempt to integrate technological progress with ethical and cultural concerns. By doing so, it added value for both scholars and practitioners seeking to harness artificial intelligence responsibly in marketing.
Savita et al. (2025) studied this question.