The Role Of Artificial Intelligence In Marketing

Abstract

The adoption of artificial intelligence (AI) in marketing strategies and decision-making is on the rise. However, there remains a notable lack of bibliometric analysis in this area. To address this, a thorough study spanning from 1984 to 2023 was conducted using a bibliometric approach, analyzing the research landscape, key developments, and emerging trends, based on data from the Scopus database. The study examined 358 journal articles, revealing that the predominant research areas are management, business, and accounting. The journal "Decision Support Systems" was identified as a particularly active source of publications, with the United States leading in publication output. This research fills a critical gap by providing essential bibliometric insights into the role of AI in marketing and decision-making, offering a clear overview of the field's evolution and current areas of focus.