Purpose

This paper aims to explore the intersection of artificial intelligence (AI) and marketing within the context of knowledge management (KM). It investigates how AI technologies facilitate data-driven decision-making, enhance business communication, improve customer personalization, optimize marketing campaigns and boost overall marketing effectiveness.

Design/methodology/approach

This study uses a quantitative and systematic approach, integrating citation analysis, text mining and co-citation analysis to examine foundational research areas and the evolution of AI in marketing. This comprehensive analysis addresses the current gap in empirical investigations of AI’s influence on marketing and its future developments.

Findings

This study identifies three main perspectives that have shaped the foundation of AI in marketing: proxy, tool and ensemble views. It develops a managerially relevant conceptual framework that outlines future research directions and expands the boundaries of AI and marketing literature within the KM landscape.

Originality/value

This research proposes a conceptual model that integrates AI and marketing within the KM context, offering new research trajectories. This study provides a holistic view of how AI can enhance knowledge sharing, strategic planning and decision-making in marketing.

中文翻译：

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AI 在营销和知识管理中的过去、现在和未来

 目的

本文旨在探讨人工智能 （AI） 和营销在知识管理 （KM） 背景下的交叉点。它研究了 AI 技术如何促进数据驱动的决策、增强业务沟通、改善客户个性化、优化营销活动并提高整体营销效果。

设计/方法/方法

本研究采用定量和系统的方法，整合引文分析、文本挖掘和共同引文分析，以检查基础研究领域和人工智能在营销中的演变。这项全面的分析解决了当前对人工智能对营销影响及其未来发展的实证调查中的差距。

 发现

本研究确定了塑造 AI 在营销中基础的三个主要观点：代理、工具和集成视图。它开发了一个与管理相关的概念框架，概述了未来的研究方向，并扩大了 AI 和营销文献在 KM 领域的边界。

 原创性/价值

本研究提出了一个概念模型，将人工智能和营销整合到知识管理背景下，提供了新的研究轨迹。这项研究全面展示了人工智能如何增强营销中的知识共享、战略规划和决策。