Abstract:
Information technology and its implications have shown significant developments in the last decades. The in ternet revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the
backbone of personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion
optimisation, and thus, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis
of relevant researches on AI tools and future trends, presentation of conceptual framework and methodology design, and
presentation of the research findings are the objectives of the research. This study has potential limitations such as the data
collection process and access to the relevant literature. AI for marketing has already become a significant part of today’s
competitive world, which utilising the marketing opportunities to obtain business goals and create breakthrough using AI.
Hence, this paper aims to illustrate the theoretical review on the nexus between AI and marketing, which would lead to
understanding the future scope of AI and its penetration in marketing activities
