AI-POWERED SENTIMENT ANALYSIS IN DIGITAL MARKETING: A REVIEW OF CUSTOMER FEEDBACK LOOPS IN IT SERVICES

This systematic review critically examines the evolving role of AI-powered sentiment analysis in optimizing digital marketing strategies, with a specific focus on its application within customer feedback loops in IT service environments. In the era of data-driven marketing, the ability to decode consumer emotions from unstructured textual sources—such as social media, product reviews, helpdesk transcripts, and chat logs—has become increasingly valuable for enhancing personalization, engagement, and service responsiveness. Adhering to the PRISMA 2020 methodology, this review rigorously analyzed 87 peer-reviewed articles published between 2010 and 2024, encompassing diverse disciplines including artificial intelligence, natural language processing, marketing analytics, and service operations. The findings reveal that while traditional stochastic models like Support Vector Machines remain widely used due to their computational efficiency…