This study synthesizes results from a final sample of 85 high-impact Scopus-indexed articles published between 2015 and 2026 to present a thorough secondary research review of artificial intelligence (AI) in marketing and management. The study methodically evaluates previous research to investigate how AI capabilities affect consumer engagement, decision-making, and company performance. It is based on the Resource Based View (RBV) and dynamic capabilities theory, and it complies with PRISMA 2020 requirements. The study uses a theme synthesis technique to identify four main research streams: ethical governance, data-driven decision making, AI as a strategic capability, and customer centricity enabled by AI. These ideas are combined into a cohesive conceptual framework that emphasizes the moderating impacts of ethical governance and the regulatory environment as well as the mediating function of organizational processes. The paper contributes by addressing theoretical fragmentation and proposing a future research agenda, particularly for emerging markets such as Saudi Arabia under Vision 2030.