Artificial intelligence marketing (AIM): connecting-the-dots using bibliometrics

ABSTRACT

This study provides a detailed bibliometric analysis of AI in marketing by analyzing 328 existing studies using performance analysis and science mapping. Prominent topics in the field found through science mapping are AI for data analytics; AI for decision-making; AI for digital behavior; AI for consumer service; AI for predictive analysis; AI for design thinking; Value Co-creation through AI; AI for marketing automation, and managing negative side of AI. Furthermore, based on gaps found during science mapping and literature review, this study also asserts pertinent questions that could facilitate future research on the role of AI in marketing.

Disclosure statement

No potential conflict of interest was reported by the author(s).