Exploring the Applications of Artificial Intelligence in Marketing: aTopic Modelling Analysis

• Autores: Paulo Rita, Wajdy Omran, Ricardo F. Ramos, Tânia Costa
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 21, Nº 1, 2025, págs. 39-55
• Idioma: inglés
• DOI: 10.18089/tms.20250103
• Títulos paralelos:
  • Explorando as aplicações da inteligência artificial no marketing: Explorando as aplicações da inteligência artificial no marketing: uma análise de modelação de tópicos
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    A integração da Inteligência Artificial (IA) no marketing revolucionou este campo, oferecendo novos caminhos de inovação e eficácia. Este estudo tem como objetivo desvendar as tendências e padrões na literatura académica sobre as aplicações da IA no Marketing e propor direções de investigação futura. O estudo analisou2.255 artigos Scopus de 1980 a 2022, empregando uma abordagem de Text Mininge Latent Dirichlet Allocation(LDA). Osresultadossugerem tendências em tópicos de investigação de modelos de aprendizagem, sistemas especialistas, processamento de linguagem natural, redes sociais e centralização no consumidor. Tópicos atípicos relacionados com a saúde, previsão de mercado e impacto da tecnologia na juventude chamaram a atenção. Os desafios e riscos associados, as considerações éticas e as implicações práticas foram apresentadaspara cada tema. Este estudo desenvolve literatura sobre o marketing orientado por IA, revelando os tópicos de tendência e sugerindo uma agenda de investigação. Ao mesmo tempo, oferece visõespráticas para as empresas melhorarem o envolvimento do consumidor e a adoção ética da IA nas práticas de marketing.

  • English

    Integrating Artificial Intelligence (AI) into marketing has revolutionised this field, offering new avenues of innovation and efficacy. This study aims to unveil the prevailing trends and patterns within the current academic literature about AI applications in Marketing and propose future research directions. The study conducted a comprehensive review by analysing 2,255 articles from the Scopus database from 1980 to 2022, employing a Text Mining approach and Latent Dirichlet Allocation (LDA) topic modelling. The findings suggest trends in research topics of Learning Models, Expert Systems, Natural Language Processing, Social Media, and Consumer Centricity. Outlier topics related to Health, Market Forecast, and Technology Impact on Youth have caught the researchers’ attention. The associated challenges and risks, ethical considerations, and practical implications were presented for each topic. This study develops literature on AI-driven marketing by unearthing the trend topics and suggesting a research agenda. At the same time, it offers actionable insights for businesses to enhance consumer engagement and ethical AI adoption in marketing practices.

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