Implementation of Artificial in Digital Marketing and Impact on Customer Satisfaction: A Systematic Literature Review
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Abstract
Artificial Intelligence (AI) has become an important driver of digital marketing transformation by enabling organizations to deliver personalized services, improve customer engagement, and optimize marketing performance. However, previous studies remain fragmented across different AI applications and provide limited consensus regarding how AI influences customer satisfaction. Therefore, this study aims to systematically review the implementation of AI in digital marketing and examine its impact on customer satisfaction. A Systematic Literature Review (SLR) following the PRISMA 2020 guidelines was conducted using the Scopus database. After a rigorous screening process, 15 peer-reviewed studies published between 2016 and 2026 were included in the qualitative synthesis. The findings reveal that AI improves customer satisfaction primarily through personalization, recommendation systems, predictive analytics, intelligent automation, and AI-powered chatbots, which enhance customer experience across the customer journey. Nevertheless, the effectiveness of AI implementation depends on customer trust, organizational readiness, transparency, ethical governance, and data privacy protection. This review contributes by providing an integrated understanding of AI applications in digital marketing and highlighting the critical factors that organizations should consider when implementing AI to improve customer satisfaction. The findings also offer practical insights for researchers and practitioners seeking to develop customer-centered AI marketing strategies.
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