The Integration of AI and IoT in Marketing: A Systematic Literature Review

This systematic literature review investigates the integration of artificial intelligence (AI) and the Internet of Things (IoT) in marketing, with a focus on their application in enhancing consumer engagement, personalization, and strategic decision-making. Using the Scopus database and a refined keyword search strategy, the study identified 223,671 initial records, which were narrowed down to 121 peer-reviewed academic articles after applying strict inclusion and exclusion criteria. Thematic analysis revealed that foundational technologies—such as machine learning, big data, and deep learning—dominate the field, while marketing strategy, decision systems, and customer experience emerge as central application areas. Co-citation and keyword network analyses indicate a technocentric and interdisciplinary knowledge structure, but also expose significant gaps in research related to ethics, regulation, consumer trust, and small business contexts. The review highlights opportunities for future research in underexplored areas such as sentiment analysis, sustainability, and human–AI interaction. For practitioners, the findings underscore the strategic importance of AI and IoT in driving personalized, data-driven marketing, while emphasizing the need for ethical transparency and regulatory alignment. Limitations include reliance on a single database, potential exclusion of relevant studies due to keyword constraints, and a focus on peer-reviewed journal articles only. This review addresses key gaps in the literature by offering a focused synthesis of current research and proposing directions for more balanced and responsible innovation in AI-enabled marketing.