Marketing Analytics and Artificial Intelligence in the Transformation of Business Competitiveness

Authors

DOI:

https://doi.org/10.20397/2177-6652/2025.v25i3.3101

Keywords:

Inteligência Artificial; Marketing analytics; Competitividade Empresarial; Gestão Estratégica; Governança de Dados.

Abstract

Objective: The study analyzes how marketing analytics and Artificial Intelligence (AI) impact business competitiveness, highlighting benefits, challenges, and implications for strategic management. This topic is essential in an increasingly dynamic and data-driven business scenario.

Methodology: The research used a qualitative approach based on Systematic Literature Review (SLR), analyzing articles from the Web of Science and Scopus databases. The selection followed strict criteria of academic impact, prioritizing recent publications with a high H-index and Q1 classification in the SCImago Journal Rank.

Originality/Relevance: This study fills gaps in the literature by investigating how the integration of marketing analytics and AI transforms strategic decisions. The findings demonstrate the potential of these technologies to promote large-scale personalization, operational efficiency, and responsible governance practices, essential for sustainable competitiveness.

Key Results: The results indicate that AI enhances marketing analytics, enabling the transformation of large volumes of data into actionable insights, rapid decisions, and resource optimization. However, ethical challenges, such as data protection and algorithmic biases, emerge as significant barriers to responsible implementation.

Theoretical/Methodological Contributions: This article integrates theoretical and methodological perspectives on AI and marketing analytics, offering insights to align technological innovation with ethical principles and corporate strategies.

Contributions for Management: The importance of ethical and transparent practices to strengthen consumer trust, foster sustainable relationships and ensure long-term competitive advantages is highlighted.

Author Biographies

Cássio Rangel Antunes, Fundação Getúlio Vargas

Mestrando em Gestão Empresarial pela Fundação Getúlio Vargas - RJ . Possui experiência em Gestão, com ênfase em Administração Pública, principalmente nas áreas de liderança, marketing, inteligência artificial, melhoria de processos, finanças e logística.

Alessandro Bandeira de Oliveira, UNIGRANRIO

Alessandro Bandeira de Oliveira, doutorando em Administração pela UNIGRANRIO, mestre em Administração Pública pela FGV-EBABE. Mestre em Administração de Empresas pela UNIGRANRIO. Possui MBA em Gestão Pública (UFRJ). Graduado em Administração de Empresas (Centro Universitário Celso Lisboa). 

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Published

2025-06-30

How to Cite

Antunes, C. R., & Bandeira de Oliveira, A. (2025). Marketing Analytics and Artificial Intelligence in the Transformation of Business Competitiveness. Revista Gestão & Tecnologia, 25(3), 237–262. https://doi.org/10.20397/2177-6652/2025.v25i3.3101

Issue

Vol. 25 No. 3 (2025)

Section

ARTIGO

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