From algorithms to influence: a global bibliometric analysis of artificial intelligence in marketing communication

Purpose The purpose of this study is to understand how the integration of artificial intelligence (AI) in advertising and marketing is transforming these fields by improving the efficiency and personalization of campaigns. This study analyses scientific output on the application of artificial intelligence (AI) in marketing communication, identifying the main thematic areas, most prolific authors and institutions, collaboration networks and future trends. Design/methodology/approach A bibliometric analysis was conducted based on 614 articles extracted from the Scopus database and filtered by business, social sciences, and economics areas. Tools such as VOSviewer and Bibliometrix were used to examine scientific output, keyword co-occurrence, thematic evolution and international cooperation networks. Findings Since 2016, scientific output has grown by 34.54% annually, demonstrating strong academic interest. The results reveal a multidisciplinary approach with main topics such as big data, machine learning and the metaverse. Four thematic clusters were identified: (1) AI technologies and data analysis, (2) AI applications in marketing strategies, (3) immersive technologies (AR/VR/metaverse) and (4) ethical and critical dimensions such as disinformation. The United States, China and the United Kingdom lead the way in terms of output, but Latin America is poorly represented, highlighting a gap in regional development and scientific cooperation. Originality/value This study offers a comprehensive overview of the evolution and future prospects of AI in marketing communication. It adds value by identifying gaps in academic research and proposing strategic lines for future research.