LÝ, Cẩm Thu; PHAM, Tran Khoa; TRAN, Viet Trinh; NGUYEN, Choi Han Na. AI adoption in marketing and its impact on firm performance: A systematic review and research agenda. Journal of Finance - Marketing Research, [S. l.], v. 4, n. 5, 2026. DOI: 10.52932/jfmr.v4i5.1489. Disponível em: https://jfm.edu.vn/index.php/jfme/article/view/1489. Acesso em: 12 sep. 2026.