Emerging Trends and Impacts: A Bibliographic Analysis of Generative AI in Marketing

Artificial intelligence in marketing uses machine learning to create dynamic content and personalise consumer interactions. This development reflects a broader trend in the social sciences, where the transition of artificial intelligence from theory to practical application has transformed research and practice throughout the field. Generative AI is still a relatively new subject in the academic literature, having sparked interest for its groundbreaking applications and implications. This paper will focus on several key questions, namely identifying the main themes within the literature on generative AI in marketing, examining the key findings and trends reported across various studies, and determining the primary authors studying the implications of generative artificial intelligence, in this using the VOSViewer data visualiser.