Rajeswari Sundararajan
ABSTRACT
The ultimate aim of Marketing 4.0 is to use Machine-to-Machine learning for a superior Human-to-Human experience. Artificial Intelligence (AI) and Machine Learning (ML) play an important role in delivering this experience. This paper addresses the transformation in marketing from the traditional method to Marketing 4.0. using AI and ML. A systematic review has been conducted in this paper that brings together the diverse topics of AI and ML and marketing4.0. The literature has been classified based on the AI and ML applications and algorithms. Based on the review, a research gap has been identified and agenda for future work has also been given in this study. Findings reveal that digital transformation in marketing affects micro/small business enterprises adversely due to a lack of funds for such investments. Surviving in these times of technological advancement may prove to be a threat for SMEs in this competitive environment.
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