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

Shaista Anayat, Gowhar Rasool

2022The Journal of Marketing Theory and Practice69 citationsDOI

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.

Topics & Concepts

Marketing and artificial intelligenceBibliometricsData scienceField (mathematics)AnalyticsBusiness intelligenceComputer scienceAutomationMarketing researchMarketing scienceDigital marketingKnowledge managementArtificial intelligenceMarketing managementMarketingBusinessEngineeringWorld Wide WebRelationship marketingIntelligent decision support systemMathematicsMechanical engineeringPure mathematicsAI in Service InteractionsDigital Marketing and Social MediaBlockchain Technology Applications and Security