Abstract
Artificial Intelligence (AI) has gained attention recently, and there is a growing demand for understanding how AI will transform future marketing job roles. More research is needed in this area to understand this better. This paper synthesises the concepts related to AI and its significance by outlining research concepts and knowledge gaps and formulating future research agendas. The authors considered the different concepts in marketing and AI to answer the research question formulated and suggest future directions for AI and marketing scholarship and practice. The authors’ review confirmed that there will be some job disruptions due to the growth and expansion of AI usage. Still, those are mainly repetitive or physical tasks as AI lacks human intuition and intelligence. Marketers are especially creative, and AI has to be well-advanced to replace the creativity of the human mind. The change in jobs is mainly created to comply with AI usage. Our research concluded by asking questions for further research: What is the impact of the theories that we have developed and learnt to help improve the productivity of marketing functions and the development of the marketer? With the advancement of technology and machine learning, are the days of the marketer numbered?