Limits and Opportunities in Adopting Open or Private AI in Services Marketing: A Literature Review

In the rapidly evolving services marketing landscape, the role of Artificial Intelligence (AI) has become pivotal in shaping brand identity and customer engagement. Through a systematic literature review, this paper explores the limits and opportunities associated with adopting open and private AI in services marketing. The research identifies the integration of AI in service marketing processes, ethical considerations, and data privacy concerns. The findings contribute to the growing body of research on AI’s role in services marketing, offering practical insights for marketers in making informed decisions about AI adoption. Ultimately, this paper presents both the opportunities and challenges of AI in maintaining competitive advantage in an era of social and economic complexity.