LLM-Based Intelligent Agents and Automation: A TCM-Guided Review of Research in Marketing
(A2026-134227)

AUTHORS

Silvio Miranda Fillho, Federal University of Goias; Ricardo Limongi, Federal University of Goias, Brazil; Luis Martinez, Nova School of Business and Economics, Universidade Nova de Lisboa/NIF: PT501559094

ABSTRACT

This systematic literature review synthesizes 201 articles on LLM-based intelligent agents and automation in marketing, using the SPAR-4-SLR protocol and the TCM-ADO framework. Five thematic clusters were identified: human-AI interaction, AI agents in content creation, organizational decision-making, RPA efficiency, and CRM modernization. A critical finding reveals 76.6% of articles lack explicit theoretical foundations. Results demonstrate productivity gains of 73% in human-AI teams and AI persuasion advantages of 81%. The review maps theoretical frameworks, identifies research gaps, and proposes future directions bridging automation efficiency with strategic marketing intelligence.