The Evolution of AI-Driven Digital Marketing in Emerging Economies: A Systematic Review (2020–2025)

The research investigates AI digital marketing growth in developing nations through B2B SaaS and OTT platforms, which operated from 2020 to 2025, with special attention to the Indian market. The research uses bibliometric analysis together with thematic synthesis based on TCCM to analyse data through a PRISMA-guided hybrid review method. The research data shows that 2023 marks a clear transition point, which brought about rising publication numbers, and scientists began studying different subjects. The research began by investigating how people accept artificial intelligence systems, their preparedness for deployment and their beliefs about the benefits of artificial intelligence systems. The current state of the industry focuses on SaaS and service ecosystem integration because it enables organisations to achieve operational efficiency and performance improvement. The present stream shows how businesses now direct their efforts toward creating value for customers through their spending on machine learning and predictive analytics, digital marketing effectiveness, and customer interaction methods. The research shows how researchers moved from survey-based regression models to machine learning and ensemble methods while they built their theoretical models from linear persuasion models to adaptive AI-based systems. The project level lacks sufficient development despite this research progress in the field. The current validated models exist only for specific sectors, which prevents researchers from making generalisations between different industries. The research design of this study examines subscriptionbased AI marketing systems that operate in high-risk industries such as fintech through its three main components, which study trust and ethics and explainability. The research results show AI marketing tools provide strategic value to managers, but managers must address consumer trust problems that develop when they use these tools to expand their market reach.