Scientometric visualization of data on artificial intelligence and marketing: Analysis of trends and themes
Sneha Kandoth, Suraj Kushe Shekhar · Science Talks · 2024
Artificial Intelligence (AI) technologies are being used in marketing to make automated judgments based on data gathering, data analysis, and further insights into audience or market indicators that may influence marketing activities. The study utilized Biblioshiny, a web-based interface, to do a bibliometric analysis of AI and marketing and its associated studies found in the Scopus database. The time span of the analyzed data is 40 years (1984–2024).The results were analyzed based on many categories, including data set, sources, authors, documents, conceptual structure, intellectual structure, and social structure. The findings revealed satisfactory literature in the selected research domain. The annual scientific production of work related to AI and marketing elevated after 2016. The disciplines of Natural Language Processing, Decision Support Systems etc. garnered the most substantial focus in marketing and were positioned at the core of the subject matter. Based on the investigation of research in AI and marketing, this study will be useful for future researchers and policymakers as a preliminary step to locate pertinent studies.