Peran Artificial Intelligence dalam Strategi Pemasaran: Tinjauan Literatur Sistematis

Ramadzan Defitri Pratama

doi:10.31004/riggs.v4i3.1779

Authors

Ramadzan Defitri Pratama Universitas Sebelas Maret

DOI:

https://doi.org/10.31004/riggs.v4i3.1779

Keywords:

Artificial Intelligence, Pemasaran, Otomatisasi Pemasaran, Personalisasi, Analitik Prediktif, Etika Data, Strategi Pemasaran

Abstract

Integrasi kecerdasan buatan (AI) dalam strategi pemasaran telah merevolusi cara perusahaan berinteraksi dengan pelanggan dan merancang kampanye yang lebih efektif. Studi ini bertujuan untuk melakukan tinjauan literatur sistematis terhadap 20 artikel ilmiah dalam lima tahun terakhir (2020-2025) guna mengeksplorasi peran AI dalam tiga aspek utama pemasaran: otomatisasi, personalisasi, dan prediksi. Hasil penelitian menunjukkan bahwa penggunaan AI secara signifikan meningkatkan efisiensi operasional, akurasi prediksi perilaku konsumen, dan keterlibatan pelanggan melalui pendekatan yang lebih relevan dan kontekstual. Namun demikian, tantangan etis seperti perlindungan data dan transparansi algoritma juga menjadi isu penting yang harus dihadapi oleh pemasar dan pengembang teknologi. Studi ini menegaskan bahwa keberhasilan implementasi AI dalam pemasaran bergantung pada keseimbangan antara inovasi teknologi dan tanggung jawab etis. Dengan demikian, temuan ini memberikan wawasan strategis bagi akademisi, praktisi, dan pengambil kebijakan dalam mengoptimalkan potensi AI secara berkelanjutan di era pemasaran digital.

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