The Adoption of Artificial Intelligence (AI) in Digital Marketing Strategies: A Systematic Review of the Literature

Gleydis Harwida, Evita Novilia, Sudarmiatin Sudarmiatin, Agus HermawanNon-Scopus30 November 2025Afiliasi: ID

Abstrak

This study aims to systematically review the literature related to the adoption of Artificial Intelligence (AI) in digital marketing strategies for the period 2019–2025. The research method uses a Systematic Literature Review (SLR) approach based on the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol. A total of 10 international scientific articles published during that period were analyzed to identify research trends, main themes, and future research directions. The results of the study show that AI plays a central role in transforming marketing strategies, especially in the context of customer personalization, operational efficiency, and predictive analytics. However, there are significant challenges, particularly related to data privacy, the ethics of AI use, and organizational and human resource readiness. This research contributes academically in the form of a conceptual framework for AI implementation in digital marketing, as well as strategic recommendations for industry players to utilize AI ethically and sustainably

Identifier

DOI: https://doi.org/10.55927/ijis.v4i11.671
OpenAlex: https://openalex.org/W4416823324

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