Artificial Intelligence and Big Data–Driven Online Marketing: A Systematic Literature Review

Abstract

The rapid advancement of digital technology has
significantly transformed marketing practices through the
adoption of Artificial Intelligence and Big Data–driven
online marketing. This study aims to systematically examine
the role, benefits, and challenges of integrating AI and Big
Data into online marketing strategies. A systematic literature
review was conducted by analyzing peer-reviewed articles
published over the last five years and indexed in Google
Scholar. The findings indicate that the integration of
Artificial Intelligence and Big Data enhances digital
marketing effectiveness through personalization, predictive
analytics, and operational efficiency. However, the study
also identifies critical challenges, including data privacy
concerns, ethical issues, limitations in human resources, and
potential algorithmic bias. These findings suggest that the
success of technology-driven online marketing depends not
only on technological sophistication but also on effective
data governance and organizational readiness. This study is
expected to contribute to the digital marketing literature by
providing a comprehensive conceptual foundation for the
development of sustainable and responsible online
marketing strategies.