Speaker
Description
In the last ten years, marketing research has shifted in response to artificial intelligence, advanced data analytics, and the growth of digital platforms. One key change is the rise of AI-driven personalization. What started as a helpful tool is now central to shaping customer experiences. With machine learning, deep learning, and natural language processing, companies can send tailored messages, make recommendations, and create consistent interactions across channels. Still, these advances raise ongoing concerns about data privacy and how transparent algorithms are.
Alongside these changes, marketing’s creative side has also evolved. Generative AI now helps create advertising content and sometimes even replaces traditional creative methods. These new tools offer more options but also spark debates about authenticity, ethics, and keeping consumer trust. Meanwhile, there is growing interest in how emotions influence consumer behavior. With affective computing, companies can read emotional cues from faces, voices, and text, but concerns about accuracy, bias, and cultural differences still matter.
As digital spaces keep growing, influencer marketing and public opinion analysis have changed as well. AI tools help track how information spreads and improve engagement, making micro- and nano-influencers more important for brands. At the same time, AI now plays a key role in marketing decisions, from forecasting and pricing to demand estimates and resource planning. This shift affects how companies measure performance and plan their strategies.
These changes have brought more attention to ethics and governance, such as algorithmic bias, consumer choice, and fair access. These issues are especially important as AI becomes part of customer relationship management and journey analysis, where real-time data allows for more flexible and ongoing interactions. Recent studies also look at how the field is developing, using bibliometric and scientometric methods to map its structure and growth.
In this context, the present paper aims to provide a structured overview of these major research directions, based on a review of studies published after 2014, while also identifying relevant avenues for future investigation over the next three to five years.
