A Bibliometric Analysis on Artificial Intelligence in Marketing: Implications for Scholars and Managers
Khouloud Oueslati, Salma Ayari
Abstract
In the contemporary landscape, artificial intelligence (AI) emerges as a pivotal technological force, revolutionizing business operations with innovative solutions. While the existing body of knowledge has extensively delved into various facets of AI, a noticeable gap exists in systematically consolidating current research. To fulfill this gap, this study employs a bibliometric analysis, providing a comprehensive overview of AI in marketing literature. The article shed light on key journals, authors, publications, and research themes in the AI field. The findings offer valuable insights for researchers, pinpointing areas needing attention and suggesting directions for future research. Beyond academia, the study extends practical recommendations for effective AI strategy implementation, emphasizing adaptability and ethical considerations in marketing. This research not only contributes to consolidating AI knowledge but also furnishes strategic guidance for both academic and professional stakeholders.