인공지능 마케팅 연구에 대한 고찰

Abstract

Purpose This study systematically reviewed artificial intelligence marketing papers published in domestic journals, and suggested trends, implications, and future studies of domestic AI marketing research. Methods From 1996 to 2020, 36 AI marketing papers were reviewed as follows. First, the overall research trend of AI marketing was investigated through various classification methods such as year, academic journal, industry type, college, and research method. Second, the research topics related to artificial intelligence marketing were classified into 10 fields, and the trends of AI marketing research in Korea were analyzed. Results As a result of the analysis, after the Go match between AlphaGo and Lee Se-dol, AI marketing research has rapidly increased, but most of them have been reported in a small number of related journals, and research has been focused on the University of Business and Engineering. In addition, while overseas research is active not only in B2B but also in the field of B2C marketing, most of it in Korea has been studied only in the field of B2C marketing. Conclusion Although domestic AI marketing research has recently attracted attention, it is only an repeated test for the concept and theory of overseas preceding research. Therefore, a theoretical approach is needed to increase the diversity and activation of marketing research in domestic AI marketing research.