A Bibliometric Analysis of Artificial Intelligence Applications in Marketing: Implications for Business and Economic Strategies

Abstract: In recent years, Artificial Intelligence (AI) has emerged as a transformative force across multiple sectors, with marketing sector as one of the most profoundly impacted domains. The convergence of AI and marketing has not only driven innovations in personalization and customer relationship management but has also stimulated substantial academic interest, as reflected in the expanding body of interdisciplinary literature. This study examines the intersection of Artificial Intelligence (AI) and marketing, highlighting its increasing prominence in contemporary marketing scholarship and its transformative impact on consumer engagement and decision-making. Utilizing bibliometric analysis through the Dimensions.ai platform and VOS viewer software, this research identifies 1,110 AI-related publications in marketing. Findings indicate that ‘Consumer’ is the most frequently occurring keyword, closely associated with various AI-driven technologies, including algorithms. The analysis also highlights influential authors, leading global contributors and institutional collaborations. Furthermore, the study uncovers four thematic clusters characterizing AI’s role in marketing, with a particular focus on Natural Language Processing (NLP) applications, such as chatbots. The findings of the study offers critical insights into the exponential growth of AI in marketing and its implications for strategic decision-making and global competitiveness. Keywords: Artificial Intelligence, Bibliometric Analysis, Business Strategy, Marketing, NLP, VOS Viewer JEL Classification Number: M30, M31