Trends of Arabic and Foreign Researches in Uses of Artificial Intelligence in Marketing: Meta-Analysis Study

Author

Faculty of Mass Communication, Ahram Canadian University

Abstract

Artificial intelligence technology has played effective roles in marketing various products and services, through the analysis of big data and the provision of digital solutions to attract customers, analyze their requirements and respond to them, predict consumer behavior, and provide customer retention mechanisms by inferring their future expectations. With these competitive technologies offered by artificial intelligence, marketing professionals must enhance their utilization of this technology in a way that necessitates studying the extent of benefits achieved from these capabilities and applications when employed in the marketing field. Hence, the current research topic focuses on monitoring and analyzing studies conducted in the field of marketing using artificial intelligence applications, to identify the motivations for marketers to use artificial intelligence technology, the benefits achieved as a result of its use, the various marketing strategies and plans, and the mechanisms of artificial intelligence in analyzing and innovating marketing content that suits different customers.
This will be achieved by tracking studies conducted over six years, from 2018 to 2024, through the analysis of models from master's and doctoral theses and various research published in Arab and foreign scientific journals, aiming to provide an analytical vision of the most important topics and issues addressed by studies on the use of artificial intelligence in marketing, identifying the most important frameworks and theoretical models relied upon, clarifying the most important methodological approaches, in addition to monitoring the key results and recommendations reached by previous studies, with the aim of providing a critical analytical vision of the subject under study.
 
This study belongs to the second-level analysis, where a purposive sample was relied upon. The study concluded with its most important findings regarding the variability of the subjects under analysis, represented in eight main axes: artificial intelligence in the field of marketing text analysis, artificial intelligence and marketing professionals, consumer perceptions of artificial intelligence applications, artificial intelligence and its effects on consumers' purchase intentions, artificial intelligence and customer relationship management, artificial intelligence and branding, artificial intelligence and marketing strategies, and artificial intelligence in providing and marketing banking services.
The analysed studies relied on scientific models and theories such as the theories of technology acceptance, technological determinism, media richness, innovation diffusion, expectation theory, social response, uses and effects, social perception, social presence, and the uncanny valley. Among the models, the AIDA Model, conceptual model, and SOR model were used. The vast majority of analyzed studies relied on experimental and quasi-experimental methods, and data collection tools including opinion surveys, in-depth interviews, and focus groups.

Keywords

References

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