Affiliation:
1. National School of Business and Management of Meknes, Morocco
Abstract
This study aims to provide a review of current research on artificial intelligence use in marketing by examining 661 papers related to AI and marketing from the Web of Science database published in the last twenty years. Using bibliometric analysis, the study sheds light on the present research status, identifies trends, and explores future directions in AI and marketing research. Keyword co-occurrence analysis is utilized to uncover patterns and themes within the literature, offering insights into the field's evolution and emerging research areas. The analysis reveals several significant findings. Notably, it emphasizes the growing importance of AI in marketing, with China and the USA emerging as key contributors. Additionally, a considerable number of papers are funded by agencies and universities, underlining the topic's significance. Based on keyword co-occurrence analysis, four primary research themes are identified: Application of AI in marketing, AI in Marketing Analysis and Forecasting, AI in decision making and optimization, and AI and data analysis.