Artificial Intelligence Chatbots and B2B Lead Generation in the Manufacturing Industry: A Systematic Literature Review
Dr. Veena Rani K1, Chandu G2*
Abstract
The rapid advancement of artificial intelligence (AI) technologies has significantly transformed digital marketing and customer engagement strategies across industries. Among these technologies, AI-powered chatbots have emerged as an important tool for automating communication, enhancing customer interaction, and supporting marketing processes. Despite the growing adoption of chatbot technologies in marketing, limited research has explored their application in business-to-business (B2B) lead generation within the manufacturing industry. Therefore, this study aims to systematically review the existing literature on AI chatbots and examine their role in B2B lead generation and digital marketing practices in industrial contexts.
This study adopts a systematic literature review (SLR) methodology following the PRISMA framework to analyze relevant scholarly publications published between 2014 and 2024. The literature was collected from major academic databases including Scopus, Web of Science, and ScienceDirect. The selected studies were analyzed using thematic analysis to identify key research trends, technological applications, and research gaps.
The findings indicate that AI chatbots are widely used in customer service and digital marketing to enhance customer engagement, automate communication, and support marketing automation systems. However, the literature reveals that most studies focus on consumer-oriented industries such as retail and e-commerce, while limited attention has been given to B2B marketing and manufacturing sectors. The study highlights the potential of AI chatbots to improve lead identification, customer interaction, and marketing efficiency in industrial markets.
The study contributes to the existing literature by identifying key research gaps and proposing future research directions on the integration of conversational AI technologies in B2B lead generation strategies within the manufacturing industry.
Keywords:
Artificial Intelligence, Chatbots, B2B Marketing, Lead Generation, Manufacturing Industry, Conversational AI, Digital Marketing, Marketing Automation
