Mapping AI-Driven Marketing: Review of Field and Directions for Future Research

Businesses increasingly function more effectively as a result of disruptive technologies like the IoT, AI, BDA, and Blockchain. Artificial Intelligence (AI), which has the biggest potential to change marketing, is the most current disruptive technology. The top AI solutions for marketing functions are being sought after by international practitioners. However, a thorough analysis of the literature can show how useful artificial intelligence (AI) is for marketing while also outlining potential research areas. The current study provides a comprehensive assessment of AI in marketing using bibliometric, conceptual, intellectual network, and thematic map analysis of the available literature published between 2014 and 2023. Bibliometric analysis was done through Biblioshiny using
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and Vos viewer software. A thorough analysis of three hundred fifty-six publications allowed for the identification of the scientific actors that performed the best. Furthermore, cocitation analysis offered the intellectual and conceptual framework.