“…The publications within this category focus on behavioral approaches to segmentation, targeting, and positioning (Belanche et al, 2019;Casabayó et al, 2004;Miralles-Pechuán, 2018;Pitt et al, 2018) while considering ethical concerns that may arise through the implementation of AI (Belk, 2020;Martin & Murphy, 2017). The far-right end of the horizontal dimension demonstrates a specific focus on technological and marketing strategies (Bonnin & Rodriguez, 2019;Gardé, 2018;Li, 2000Li, , 2004Paschen et al, 2019;Yazici et al, 1994). The upper part of the vertical axis identifies a dimension focused on customer relationships and customercentricity, while taking into consideration marketing channels and the overall impact of AI on performance (Daskou & Mangina, 2003;Moriuchi, 2019;Payne et al, 2018;Steinhoff et al, 2019), whereas the lower part focuses on technology-oriented approaches, including technological theoretical foundations and macro-level elements of marketing research (e.g., firms, institutions, environment) (Tam et al, 1994;Weber & Schütte, 2019Wirtz et al, 2018Zenobia et al, 2009).…”