Artificial intelligence : building a research agenda

Objective: The existing literature on artificial intelligence is reviewed with the aim of identifying interesting and novel research avenues. This leads to a focus on experiences, customisation, diversity and strategy as the main issues requiring further investigation. Research Design & Methods: A systematic literature review was conducted on articles related to artificial intelligence and business using various databases including Scopus, Web of Science and Google Scholar. Findings: Artificial intelligence is a hot topic particularly for international business managers who are incorporating technological innovation for competitive reasons. This article focuses on the link between artificial intelligence and international business in terms of future research opportunities. Implications & Recommendations: The results of this study will help business managers and practitioners understand the main trending areas related to artificial intelligence in a business setting. It is recommended that academic researchers and policy makers consider the future research suggestions stated in the article in order to help them derive new research directions. Contribution & Value Added: Potential research topics and questions are stated that help international business researchers and practitioners focus on key important areas. Thereby helping to consolidate the existing research but also offering new possibilities regarding the use of artificial intelligence in international business.