Affiliation:
1. Sidi Mohamed Ben Abdellah University, Morocco
Abstract
The objective of this chapter is to explore publications that have addressed the applicability of AI to boost customer acquisition, via bibliometric analysis via VOSViewer. These results reveal an acceleration of research since 2018, a predominance of American institutions, a concentration of publications in marketing and computer science journals, a trend towards the decentralization of research on the uses of AI in customer acquisition and an absence of the emergence of predominant author groups.