Leveraging artificial intelligence to build marketing and sales resilience in the digital era
Abstract
The digital revolution has accelerated the adoption of artificial intelligence (AI) in marketing and sales to enhance organisational resilience and efficiency. This study combines bibliometric analysis with expert interviews to examine how AI is applied in these functions. A systematic review (2006–2024) using PRISMA criteria was analysed with VOSviewer and Bibliometrix, and complemented by interviews with 23 marketing professionals. Six key themes emerged: sales, artificial intelligence, supply chain management, sustainability, COVID-19 and information systems. These highlight AI’s role in optimisation, customer engagement and operational efficiency. Interview findings reinforce the importance of predictive analytics, personalised marketing and automated decision making. The study provides an integrative overview of how AI supports marketing and sales resilience, with implications for practitioners and future research. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
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Author's Biography
Animesh Kumar Sharma is a research scholar at the Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India. He also serves as the Manager of Marketing and Corporate Communication at Vatika Business Centres Pvt Ltd, a Vatika Group Company based in Gurugam, India. His research interests include digital marketing, social media marketing, search engine marketing, artificial intelligence, machine learning, data analytics, and the applications of technology in business.
Dr Rahul Sharma is a highly accomplished professor of marketing with over 14 years of academic experience. He holds a PhD in marketing and has published over 15 articles in reputed journals. His research interests span consumer behaviour, business analytics and digital marketing. Beyond research, Dr Rahul is also a highly sought-after resource person in various faculty development programmes.
Citation
Sharma, Animesh Kumar and Sharma, Rahul (2026, June 1). Leveraging artificial intelligence to build marketing and sales resilience in the digital era. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 12, Issue 1. https://doi.org/10.69554/HYAI9104.
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