How Artificial Intelligence Can Leverage Relationship Marketing Strategies

Abstract

Increased competition and consumer demand for personalized marketing messages and content have led to the increased adoption of relationship marketing. Through a systematic bibliometric literature review, this study aims not only to demonstrate how leveraging Artificial Intelligence can improve relationship marketing strategies but also to address the various ethical considerations and challenges of using AI in relationship marketing. The review includes 22 articles published up to 2024 in the Scopus® database, presenting up-to-date knowledge on the topic. The research findings demonstrate that the integration of Artificial Intelligence into relationship marketing strategies offers both theoretical insights into consumer behavior and practical tools for enhancing customer engagement, satisfaction, and loyalty. However, businesses need to approach Artificial Intelligence implementation thoughtfully, considering both the opportunities and challenges it presents.