Guest Editors:

Jorge Remondes, IPP/ISCAP, CEOS/P.P, Portugal

José Alberto Carvalho dos Santos Claro, UNIFESP, Santos (SP), Brasil

Belmiro do Nascimento João, PUC/SP, São Paulo, Brasil

Sandrina Teixeira, IPP/ISCAP, CEOS/P.P, Portugal

Francisco Antonio Serralvo, PUC/SP, São Paulo, Brasil

Jorge Lopes, ISAG, Portugal

INTRODUCTION

Artificial intelligence (AI) has significantly transformed marketing, providing new opportunities for personalization, operational efficiency, and data-driven decision-making. According to Verma et al. (2021), AI allows companies to analyze large volumes of data to identify patterns in consumer behavior, facilitating the creation of more effective and targeted marketing campaigns. Kumar, Ashraf, and Nadeem (2024) point to the potential of AI to revolutionize marketing through enhanced, personalized customer insights, automation of marketing strategies, and more efficient operations.

In addition, AI has been instrumental in improving customer engagement. Gupta and Khan (2024) point out that using AI-based chatbots and virtual assistants improves the customer experience by providing quick and personalized responses, resulting in greater satisfaction and loyalty.

However, integrating AI into marketing also raises ethical questions and challenges related to data privacy. Senyapar and Nurgul (2024) warn that companies must implement responsible practices in using AI, ensure transparency in automated processes, and respect consumer rights.

POSSIBLE TOPICS

This special issue of the European Journal of Applied Business and Management aims to explore the emerging trends, challenges, and opportunities associated with the evolution of AI-based marketing. We invite researchers and practitioners to submit papers contributing to a deeper understanding of this dynamic and rapidly changing field.

Possible topics for this special number include, but are not limited to:

-AI-based personalization and predictive analytics in marketing;

-AI-driven customer insights;

-Behavioral segmentation and algorithmic targeting;

-Ethics and privacy in the use of AI in marketing;

-Ethical implications;

-Chatbots and digital assistants in the consumer experience;

-Enhancing customer experiences;

-Impact of AI on customer loyalty and satisfaction;

-Development of AI-based marketing strategies;

-Case studies on the implementation of AI in marketing campaigns;

-Challenges in integrating AI in small and medium-sized enterprises;

-Regulation and public policies related to marketing with AI;

-Future of digital marketing with the evolution of artificial intelligence;

-Measuring marketing performance;

-Automated marketing strategies;

-Growth opportunities with AI implementation;

-Others.

IMPORTANT DATES

Deadline for submission: October 30, 2025

Acceptance notification:   December 30, 2025

Publication: January 30, 2026

REFERENCES

Gupta, Y., & Khan, F. M. (2024). Role of artificial intelligence in customer engagement: A systematic review and future research directions. Journal of Modelling in Management, 19(1), 45–62. DOI:10.1108/JM2-01-2023-0016

Kumar, V.,  Ashraf, A. R. & Nadeem, W. (2024). AI-powered marketing: What, where, and how?. International Journal of Information Management, 77, 102783, DOI/10.1016/j.ijinfomgt.2024.102783.

Senyapar, D., & Nurgul, H. (2024). Artificial Intelligence in Marketing Communication: A Comprehensive Exploration of the Integration and Impact of AI. Technium Social Sciences Journal, 39(1), 112–130. DOI:10.47577/tssj.v55i1.10690

Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002