A SYSTEMATIC REVIEW OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN PREDICTIVE MARKETING

Mahmoud BELAMHITOU; Laila ZEROUAL; Wissal EL AKKATI

Article Details

A SYSTEMATIC REVIEW OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN PREDICTIVE MARKETING

Authors:

Mahmoud BELAMHITOU | Laila ZEROUAL | Wissal EL AKKATI

Publisher:

ENCG Tangier, Morocco

Journal:

International Journal of Trade and Management Vol.2 Issue 4, pp.166-183

Document Type:

Article

Publication Date:

7/2025

Document Language:

English

Document ID (Org No.):

2001845515

pISSN:

2820-7289

Keywords:

Abstract:

 In an era where predictive analytics have emerged as a cornerstone in the development of marketing strategies, theintegration of artificial intelligence (AI) stands as a transformative force with the potential to radically reshape thesepractices. This systematic literature review seeks to provide an in-depth analysis of the significant impact of AI onenhancing the accuracy and sophistication of marketing forecasts. Drawing on a meticulously curated selection ofspecialized studies, this review aims to systematically explore the diverse ways in which AI contributes to the refinementand optimization of predictive methodologies within the marketing domain. Additionally, it conscientiously examinesthe challenges and potential opportunities that arise from the incorporation of AI, acknowledging both the complexitiesand the prospects inherent in its implementation. The methodological framework employed adheres rigorously to thePRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines, ensuring that the reviewmaintains the highest standards of transparency, methodological rigor, and scholarly integrity.

Article Details

A SYSTEMATIC REVIEW OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN PREDICTIVE MARKETING

Authors:

Mahmoud BELAMHITOU | Laila ZEROUAL | Wissal EL AKKATI

Publisher:

ENCG Tangier, Morocco

Journal:

International Journal of Trade and Management Vol.2 Issue 4, pp.166-183

Document Type:

Article

Publication Date:

7/2025

Document Language:

English

Document ID (Org No.):

2001845515

pISSN:

2820-7289

Artificial Intelligence

Stratégie Marketing

Analyse Prédictive

Méthodes Prédictives

PRISMA

Issues

Article Details

A SYSTEMATIC REVIEW OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN PREDICTIVE MARKETING

Authors: Mahmoud BELAMHITOU | Laila ZEROUAL | Wissal EL AKKATI

Publisher: ENCG Tangier, Morocco

Journal: International Journal of Trade and Management Vol.2 Issue 4, pp.166-183

Document Type: Article

Publication Date: 7/2025

Document Language: English

Document ID (Org No.): 2001845515

pISSN: 2820-7289

Artificial Intelligence

Stratégie Marketing

Analyse Prédictive

Méthodes Prédictives

PRISMA

Issues

Authors:

Mahmoud BELAMHITOU | Laila ZEROUAL | Wissal EL AKKATI

Publisher:

ENCG Tangier, Morocco

Journal:

International Journal of Trade and Management Vol.2 Issue 4, pp.166-183

Document Type:

Article

Publication Date:

7/2025

Document Language:

English

Document ID (Org No.):

2001845515

pISSN:

2820-7289