Artificial Intelligence (AI) in Business: A Systematic Literature Review

The growing prevalence of Artificial Intelligence (AI) in the business sector has sparked an increasing interest in understanding its implications and applications. This study aims to systematically map the existing literature on AI in the business context, with the objectives of identifying dominant themes and proposing future research directions. Guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) model, a comprehensive review was conducted using peer-reviewed articles published between 2013 and 2023, sourced from the Web of Science (WoS) and Scopus databases. Following rigorous screening and eligibility criteria, 37 articles were selected for in-depth content analysis. In addressing research questions, the thematic analysis categorised the literature into four prominent categories: Responsible AI Adoption and AI Governance, AI and Organisational Change, AI and Human Resource Management (HRM), and AI and Marketing and the study identifies critical research gaps and suggests potential directions for future inquiries to deepen and expand the understanding of AI’s role in business. This review contributes to the academic discourse by mapping the evolution of AI-related business research and offering a foundation for further theoretical and empirical advancements in the field.