Artificial Intelligence in Marketing and Consumer Behavior Research

Examining the impact of technology on marketing has been an important research topic dating to the advent of radio, TV, and the Internet. Whereas each new technology had its own implications in the history of marketing research, it is becoming increasingly clear that the emergence of artificial intelligence (AI) is changing the marketing landscape in an unprecedented way. AI technology has been long out there, but recent breakthrough developments suggest we are entering a new technological zeitgeist with profound implications for both marketers and consumers. The current research provides a systematic review of academic AI research conducted in the domain of marketing and consumer psychology. The current review integrates previous research published in leading marketing and psychology journals between 2018 and 2023, during which behavioral research on AI has grown substantially. We synthesize the existing literature and provide guidance for behavioral researchers working in this area. This review concludes with a discussion on critical issues associated with AI and makes suggestions for future research directions.