An overview of artificial intelligence and its application in marketing with focus on large language models

Emerging technologies like the Internet of Things, big data analytics, blockchain, and artificial intelligence (AI) have significantly transformed business operations. Among these, AI stands out as the most recent and impactful, revolutionizing marketing practices. Professionals globally are actively seeking AI solutions tailored to their marketing needs. A systematic review of existing literature can highlight AI's significance in marketing and reveal future research pathways. Integrating big data sources and AI tools into marketing practices represents a departure from traditional methods, ushering in a new era of marketing education. This paper explores recent advancements in AI within the marketing sector, highlighting how these developments enable practitioners to effectively navigate and utilize extensive and complex datasets for predictive analytics. By integrating big data and AI, marketing strategies can now be directly aligned with execution, enhancing both strategic planning and the forecasting of marketing outcomes. However, the adoption of these technologies necessitates a shift towards adaptive learning approaches, moving beyond traditional assessment methods to better accommodate the dynamic nature of today's marketing environment. The transition to big data and AI-driven approaches equips experts for the evolving demands of the modern marketing landscape. This shift transcends traditional analytics by leveraging cutting-edge AI technologies, such as Large Language Models, and enhances the utilization of big data through innovative learning experiences, such as role-playing simulations. This integration not only broadens the analytical capabilities of marketers but also fosters a more immersive and experiential understanding of data-driven decision-making.