Artificial intelligence in marketing: A review of adoption drivers and barriers in Malaysian businesses

Abstract

Artificial Intelligence (AI) is transforming marketing by enabling automation, personalisation, and data-driven decision-making. As a key driver of digital transformation, AI emulates aspects of human intelligence to enhance business performance. Despite its potential, evidence suggests that 73% of businesses remain at basic efficiency levels, while only around 10% fully leverage AI to support innovation, indicating that AI adoption is still at a relatively early stage. Accordingly, this paper aims to review existing research on the adoption of AI in marketing within the Malaysian context. A general literature review approach was employed using Google Scholar, covering studies published between 2021 and 2025. In total, eight relevant articles were screened and analysed to provide an overview of current research on AI adoption among Malaysian businesses, with particular attention to marketing practices. The findings indicate that organisational motivation, technological preparedness, and internal capabilities contribute positively to marketing performance, despite the presence of substantial technological, organisational, and environmental constraints. Overall, AI adoption in marketing is shown to depend on a multi-layered system of tools that support data analysis, prediction, automation, and customer interaction. The review highlights the need to address existing barriers in order to realise the full potential of AI in marketing. The study offers valuable insights for businesses and policymakers seeking to advance digital transformation initiatives in alignment with Malaysia’s MyDigital and Industry 4.0 agendas.