Unveiling the Impact: AI-Driven Marketing tactics on Implementation Strategy – Systematic Literature Review (SLR) Approach

Abstract

This study delves into the transformative impact of artificial intelligence (AI) on marketing strategy implementation, aiming to bridge existing gaps in scholarly discourse. The research identifies a critical void in understanding the multifaceted influence of AI across diverse industries, hindering both current comprehension and future exploration of its potential in marketing strategy implementation. Employing a systematic literature review (SLR) methodology, this paper connects insights from ten rigorously selected research papers spanning 2015 to 2024, sourced from the Google Scholar Database. The findings highlight AI’s pivotal role in streamlining implementation processes through scenario analysis facilitation, predictive accuracy enhancement, and resolution of intricate challenges. Additionally, this study illuminates essential success factors – ranging from stakeholder engagement and continuous evaluation to workforce capacity building, ethical considerations, and data privacy safeguards – crucial for realizing effective outcomes in AI-driven marketing strategy implementation.