The role of artificial intelligence in content marketing : a systematic literature review

Abstract

This systematic literature review aims to understand the extent to which artificial intelligence (AI) plays a role in digital content marketing, which is the foundation for most digital efforts. It also aims to identify which AI tools are currently being used by marketers to analyse and create content. The methodology involved a systematic review of empirical literature published between 2017 and 2022, and shows how AI has evolved over time in the content marketing space. The review identifies nine main themes in the corpus namely, content creation, content analysis, personalisation, automation, algorithm bias, ethics, black-box AI, AI investment and the relationship between humans and machines.