Artificial Intelligence in Digital Marketing: A Bibliometric Analysis and Future Research Directions

Digital marketing has changed the way companies do business due to the widespread use of artificial intelligence (AI). AI has changed the way businesses talk to their customers by making it easier to create personalised content. Due to the industry’s growing research and development, it can be hard to keep up with the latest trends and technologies. A detailed literature review on AI in digital marketing looks at the research that has been done in this area. Additionally, the study stresses how important it is to investigate the moral effects of using AI in marketing. The focus of the study is on how AI affects privacy, fairness and accountability. The study says that marketers should focus on encouraging openness and giving users control over how AI technology is used. The study suggests that more research be done on how AI affects job loss and the job market. Bibliometric analysis for the last 10 years is done using the global research database. This research makes the case for doing research that uses ideas from different fields, such as marketing, computer science and social science. Researchers and industry practitioners who are interested in how AI and digital marketing work together can learn from this study.