Artificial Intelligence and Advertising: A Systematic Literature Review and Future Research Direction in India

This paper presents a systematic review on Artificial Intelligence and Advertising using the Google Scholar and Scopus dataset spanning from 2015to 2024 December. The paper investigates the trends in publications year-wise, country-wise, publishers/journals analysis and finally an elaborative analysis of the Indian research works. Results indicates that from 2019 onwards the surge of writing paper on AI-enables advertising has started with 2024 having the highest number of articles. USA has the highest number of publications followed by China and India. Co-authorship research works of USA are also highest. Keyword occurrence highlights central themes as advertising, AI and marketing. Secondly, the paper investigates the six Indian authors published articles on the topics and reveals that 4 are from google Scholar database and 2 from Scopus. The focus area of studies includes marketing, advertising and IT, with three review paper and three quantitative approach research papers. Overall, this paper analyses the AI-enabled advertising research works and aids future research works in India.