Author(s)

Liying Zhou ¹, Mingxiang Jiang ¹

Affiliation(s)

¹ School of Business Administration, Guizhou University of Finance and Economics, 550025, Guiyang, Guizhou, China

Corresponding Author

Liying Zhou

ABSTRACT

This study primarily reviews the research progress of artificial intelligence (AI) in the field of marketing as reported in academic journals. It begins by examining core mechanisms such as anthropomorphism and emotional interaction, as well as mental perception and trust building, to analyze how AI satisfies consumers' needs for self-definition and identity through the "computer as a social participant" paradigm and data-driven algorithms. It then reviews the application of AI in typical marketing scenarios such as personalized recommendations, brand communication and content generation, intelligent customer service, and service remediation, and summarizes its impact on consumers' intertemporal choices, price discrimination responses, and word-of-mouth behavior. It further explores AI's unique value in empowering vulnerable groups (such as visually impaired individuals and those with psychological distress) and stigmatized groups. Finally, it proposes future research directions, including AI ethics and regulations, algorithmic fairness, multi-dimensional identity mechanisms, cross-cultural anthropomorphism design, and AI-enabled sustainable and socially valuable marketing.

KEYWORDS

Artificial Intelligence; Marketing; Personalized Recommendations; Intelligent Customer Service; Algorithmic Fairness; Empowerment of Vulnerable Consumers; AI Anthropomorphism

CITE THIS PAPER

Liying Zhou, Mingxiang Jiang, The Application of Artificial Intelligence in Marketing: A Review of Research. Journal of Artificial Intelligence Practice (2025) Vol. 8: 142-148. DOI: http://dx.doi.org/10.23977/jaip.2025.080219.

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