Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era

Md. Nazrul  Islam

doi:10.20897/jirais/18474

Journal of Interdisciplinary Research in Artificial Intelligence and Society

Review Article

2026, 2(1), Article No: 1

Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era

Md. Nazrul Islam ¹ ^*

¹ Prime University, BANGLADESH
^* Corresponding Author

https://doi.org/10.20897/jirais/18474

Published in Volume 2 Issue 1: 25 Apr 2026

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Abstract

Artificial intelligence (AI) has transformed marketing analytics from a predominantly reporting-oriented function into a predictive, prescriptive, and increasingly generative decision infrastructure. Yet this transformation cannot be understood solely through the lenses of computational efficiency or firm performance. As AI systems shape segmentation, personalization, communication, and meaning production, they also raise questions of legitimacy, authorship, bias, trust, and governance that require interdisciplinary interpretation. This article develops an integrative review of 21 DOI-traceable scholarly sources published between 2014 and 2025 to explain how marketing analytics has evolved across four stages: descriptive-diagnostic measurement, predictive-prescriptive inference, generative-conversational production, and reflexive governance. The review shows that AI has deepened analytical capability, expanded analytics into narrative and symbolic domains, intensified tensions between assistance and anxiety narratives, and increased the need for explainable and ethically accountable systems. The article concludes that the future of marketing analytics lies not in automation alone, but in a more reflexive paradigm in which computational power is balanced by interpretive judgment, interdisciplinary oversight, and social legitimacy

Figure 1. Integrative framework for ai-enabled marketing analytics across social sciences and humanities

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APA 7th edition

In-text citation: (Islam, 2026)
Reference: Islam, M. N. (2026). Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era. Journal of Interdisciplinary Research in Artificial Intelligence and Society, 2(1), Article 1. https://doi.org/10.20897/jirais/18474

AMA 10th edition

In-text citation: (1), (2), (3), etc.
Reference: Islam MN. Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era. Journal of Interdisciplinary Research in Artificial Intelligence and Society. 2026;2(1), 1. https://doi.org/10.20897/jirais/18474

Chicago

In-text citation: (Islam, 2026)
Reference: Islam, Md. Nazrul. "Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era". Journal of Interdisciplinary Research in Artificial Intelligence and Society 2026 2 no. 1 (2026): 1. https://doi.org/10.20897/jirais/18474

Harvard

MLA

In-text citation: (Islam, 2026)
Reference: Islam, Md. Nazrul "Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era". Journal of Interdisciplinary Research in Artificial Intelligence and Society, vol. 2, no. 1, 2026, 1. https://doi.org/10.20897/jirais/18474

Vancouver

In-text citation: (1), (2), (3), etc.
Reference: Islam MN. Artificial intelligence across social sciences and humanities: The evolution of marketing analytics in the digital era. Journal of Interdisciplinary Research in Artificial Intelligence and Society. 2026;2(1):1. https://doi.org/10.20897/jirais/18474

Keywords

artificial intelligence, marketing analytics, digital era, social sciences, humanities, generative AI

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