... and places the articles in context. Findings The study explored how marketers were leveraging artificial intelligence to support their marketing strategies. The research also identified some the challenges faced by marketers related to AI implementation. Originality/value The briefing saves busy...

... and places the articles in context. Findings Halal marketeers need to consider the segmentation, targeting, and positioning framework when creating marketing strategies, as well as looking to broaden the appeal and customer base for Halal products and services. Originality/value The briefing saves...