Artificial intelligence and marketing strategies. A bibliometric perspective

In a context of digital transformation, the integration of new technologies has become essential for companies. The interdependence between artificial intelligence (AI) and marketing strategies (MS) is recognized as revolutionizing the way companies interact with customers and achieve results. Therefore, the purpose of this paper is to explore the synergy between AI and MS by conducting a bibliometric analysis in order to highlight the current structure of studies and future research direction in this field. The research included a bibliometric analysis of 134 articles retrieved from the Web of Science (WOS) database. The scientific content of these articles was analysed in the VOSviewer software program, considering descriptive analysis and conceptual and social scientific mapping. The results included a quantitative analysis of the main categories of publications, their evolution over time, including by country, as well as analyses of term co-occurrence and co-authorship. The main countries according to the number of annual publications are the United States of America, England, China, India, Australia, and the main field covered, according to WOS references, is the field of "Business". As a result, the research confirmed the significant interdependence between AI and MS, as well as its complexity and especially its implications for organizations. In this regard, the need for future collaborative and interdisciplinary approaches is noted, with the bibliometric analysis provided in this paper as a starting point for future research directions.