the role of artificial intelligence in fifth phase of marketing research

Today, artificial intelligence (ai) agents are rapidly changing the business world. in this article, we explore and call out the fifth step of marketing research, which is to use artificial intelligence. we argue that ai can process large-scale, unstructured data and provide robust predictive performance. regarding the fifth step of marketing research, we propose some research priorities such as the expansion of ai methods, including machine learning, and their use as core components in marketing research, and their use for descriptive analysis, we examine them to draw customer purchase maps and develop decision support capabilities and connect methods to human insights and marketing theories. reviewing the best ai tools for influencers can highlight ai in marketing and chart future research directions. the data collection method is the semi-structured interview and the samples were selected by judgmental sampling method and then analyzed with maxqda software.