Navigating the AI Wave in Martech: A Systematic Literature Review of Developments, Challenges, and Ethics

In the digital age, integrating Artificial Intelligence (AI) into marketing technologies (martech) has become pivotal for businesses aiming to remain competitive. This systematic literature review (SLR) examines the current state of AI's intersection with martech, detailing its advantages, challenges, and ethical considerations. Drawing from a pool of 97 peer-reviewed papers selected from an initial dataset of 300, the research covers the most recent five years. The study explores multiple facets, from AI-driven personalization and predictive advertising to content creation and chatbot interactions. Furthermore, the research delves into the ethical challenges presented by AI, particularly concerning data privacy and algorithmic biases. The review concludes by outlining the prospects of AI in martech, suggesting the potential for AI not just to enhance existing platforms but to pave the way for novel marketing paradigms. The findings underscore the transformative potential of AI in the martech landscape while emphasizing the pressing need for careful and ethical integration.