ULOGA VEŠTAČKE INTELIGENCIJE U PRODAJI I MARKETINGU
Keywords:
artificial intelligence, sales, marketing, PRISMA, customer relationship management
Abstract
This paper presents a systematic literature review on the role of artificial intelligence (AI) in sales and marketing, using the PRISMA methodology. It explores the influence of AI on sales performance, customer relationship management, marketing effectiveness, and decision-making processes. The study provides a holistic view of how AI contributes to success in these fields, elucidating the connection between AI and professional success. This research offers opportunities to enhance recruitment, training, and development strategies, contributing to a deeper understanding of AI’s role in the competitive world of sales and marketing. By synthesizing existing knowledge, it paves the way for informed decision-making and strategic development in the industry.
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Chatterjee, S., Ghosh, S. K., Chaudhuri, R., & Nguyen, B. (2019). Are CRM systems ready for AI integration? A conceptual framework of organizational readiness for effective AI-CRM integration. The Bottom Line, 32(2), 144-157.
D'Arco, M., Presti, L. L., Marino, V., & Resciniti, R. (2019). Embracing AI and Big Data in customer journey mapping: From literature review to a theoretical framework. Innovative Marketing, 15(4), 102.
Fethi, M. D., & Pasiouras, F. (2010). Assessing bank efficiency and performance with operational research and artificial intelligence techniques: A survey. European journal of operational research, 204(2), 189-198.
Figueiredo, F., Gonçalves, M. J. A., & Teixeira, S. (2021, October). Information technology adoption on digital marketing: a literature review. In Informatics (Vol. 8, No. 4, p. 74). MDPI.
Gacanin, H., & Wagner, M. (2019). Artificial intelligence paradigm for customer experience management in next-generation networks: Challenges and perspectives. IEEE Network, 33(2), 188-194.
Han, R., Lam, H. K., Zhan, Y., Wang, Y., Dwivedi, Y. K., & Tan, K. H. (2021). Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directions. Industrial Management & Data Systems, 121(12), 2467-2497.
Hossain, M. A., Akter, S., Yanamandram, V., & Gunasekaran, A. (2022). Operationalizing Artificial Intelligence-Enabled Customer Analytics Capability in Retailing. Journal of Global Information Management (JGIM), 30(8), 1-23.
Jabeen, M. (2022). The Use of AI in Marketing: Its Impact and Future. World Journal of Advanced Research and Reviews, 16(3).
Kiran, K. V. B. (2021). The Transformation of Marketing by AI. Journal of University of Shanghai for Science and Technology, 23(08).
Kitsios, F., & Kamariotou, M. (2021). Artificial intelligence and business strategy towards digital transformation: A research agenda. Sustainability, 13(4), 2025.
Koroglu, O. (2023), “AI and XR (AIXR) Marketing in Industry 5.0 or Society 5.0”, Akkaya, B., Apostu, S.A., Hysa, E. and Panait, M. (Ed.) Digitalization, Sustainable Development, and Industry 5.0, Emerald Publishing Limited, Leeds, pp. 83-100. https://doi.org/10.1108/978-1-83753-190-520231006
Mazur, N. (2023). Challenges And Prospects Of Digital Marketing In The Age Of Artificial Intelligence. Grail of Science, 26, 75–77. https://doi.org/10.36074/grail-of-science.14.04.2023.009
Mitić, V. (2019). Benefits of artificial intelligence and machine learning in marketing. In Sinteza 2019-International scientific conference on information technology and data related research (pp. 472-477). Singidunum University.
MR, A. (2021). Artificial Intelligence And Marketing. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 1247–1256. https://doi.org/10.17762/turcomat.v12i4.1184
Nirwana, A. (2023). Implementation of Artificial Intelligence in Digital Marketing Development: a Thematic Review and Practical Exploration. Jurnal Manajemen Bisnis, Akuntansi dan Keuangan, 2(1), 85-112.
Peres, R. S., Jia, X., Lee, J., Sun, K., Colombo, A. W., & Barata, J. (2020). Industrial Artificial Intelligence in Industry 4.0 - Systematic Review, Challenges and Outlook. IEEE Access, 8, 220121–220139. https://doi.org/10.1109/ACCESS.2020.3042874
Plank, R. E. (2020). The Promise of Artificial Intelligence and Potential Impact on the Sales Function: A Sustainability Perspective. Journal of Strategic Innovation and Sustainability, 15(7).
Ricci, P.A.G. (2022). Estado del arte de la inteligencia artificial en marketing y el comportamiento del consumidor. Revista de Ciencias Empresariales │Universidad Blas Pascal, 7(2022), 60–69. https://doi.org/10.37767/2468-9785(2022)005
Saad, S. B., & Abida, F. C. (2016). Social interactivity and its impact on a user’s approach behavior in commercial web sites: a study case of virtual agent presence. Journal of Marketing Management, 4(2), 63-80.
Seranmadevi, R., & Kumar, A. (2019). Experiencing the AI emergence in Indian retail–Early adopters approach. Management Science Letters, 9(1), 33-42.
Sirajuddin, M., & P, J. rao. (2020). Application of Artificial Intelligence in Marketing: A Conceptual Study. HELIX, 10(6), 1–10. https://doi.org/10.29042/2020-10-6-1-10
Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., Laughlin, P., Machtynger, J., & Machtynger, L. (2020). Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line, 33(2), 183–200. https://doi.org/10.1108/bl-03-2020-0022
Vieira, C., & Magano, J. (2021). A Inteligência Artificial e o Impacto no Marketing e no Consumidor. Percursos & Ideias, 11, 8–22. https://doi.org/10.56123/percursos.2021.n11.16
Vlačić, B., Corbo, L., Costa e Silva, S., & Dabić, M. (2021). The Evolving Role of Artificial Intelligence in marketing: a Review and Research Agenda. Journal of Business Research, 128, 187–203. https://doi.org/10.1016/j.jbusres.2021.01.055
Zaman, K. (2022). Transformation of Marketing Decisions through Artificial Intelligence and Digital Marketing. Journal of Marketing Strategies, 4(2), 353–364. https://doi.org/10.52633/jms.v4i2.210
Published
2025/03/20
Section
Original Scientific Paper
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