Abstract
In South Africa, small, micro, medium enterprises (SMMEs) are vital. However, majority fail in the first few years from inception due to various factors, more often marketing-related problems. One of the fastest-evolving technologies, artificial intelligence (AI), has enormous potential in marketing. South Africa has low AI adoption rates which limit small businesses' growth, competitiveness and sustainability. This research provides a literature review on the adoption challenges and opportunities within SMMEs for customer engagement marketing. This article conducts a literature review and content analysis. Scopus and Google Scholar are used to identify relevant articles on AI adoption and marketing. The report summarised research quality, data and search results. The results suggest various challenges and opportunities in AI adoption. This research is conceptual, so future studies should validate the proposed challenges and opportunities for South African SMMEs.
Original language | English |
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Title of host publication | AI in Business and Economics |
Publisher | de Gruyter |
Pages | 185-199 |
Number of pages | 15 |
ISBN (Electronic) | 9783110790320 |
ISBN (Print) | 9783110790054 |
DOIs | |
Publication status | Published - 23 Sept 2024 |
Externally published | Yes |
Keywords
- AI adoption
- SMMEs
- artificial intelligence
- customer engagement marketing
- literature review
- marketing
ASJC Scopus subject areas
- General Economics,Econometrics and Finance