A SYSTEMATIC REVIEW OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN PREDICTIVE MARKETING

Wissal EL AKKATI; Mahmoud BELAMHITOU; Laila ZEROUAL

Authors

Wissal EL AKKATI ENCG Tanger Abdelmalek Essaadi University
Mahmoud BELAMHITOU ENCG Tanger Abdelmalek Essaadi University
Laila ZEROUAL ENCG Tanger Abdelmalek Essaadi University

Keywords:

Artificial Intelligence, Predictive Analytics, Marketing Strategy, Predictive Methods, PRISMA

Abstract

In an era where predictive analytics have emerged as a cornerstone in the development of marketing strategies, the
integration of artificial intelligence (AI) stands as a transformative force with the potential to radically reshape these
practices. This systematic literature review seeks to provide an in-depth analysis of the significant impact of AI on
enhancing the accuracy and sophistication of marketing forecasts. Drawing on a meticulously curated selection of
specialized studies, this review aims to systematically explore the diverse ways in which AI contributes to the refinement
and optimization of predictive methodologies within the marketing domain. Additionally, it conscientiously examines
the challenges and potential opportunities that arise from the incorporation of AI, acknowledging both the complexities
and the prospects inherent in its implementation. The methodological framework employed adheres rigorously to the
PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, ensuring that the review
maintains the highest standards of transparency, methodological rigor, and scholarly integrity.