Artificial Intelligence in Marketing: A Bibliometric Study
Journal
Lecture Notes in Networks and Systems
Management, Tourism and Smart Technologies
ISSN
2367-3370
2367-3389
Date Issued
2024
Type
book-chapter
Abstract
Nowadays, the use of artificial intelligence (AI) is revolutionizing and transforming businesses. In the field of marketing, it has enabled the optimization of strategies and campaigns, content personalization, more precise segmentation, and maximization of planning results, thanks to its ability to process and analyze data. The research aims to provide a bibliometric approach to current knowledge on AI in marketing. The methodology involved a bibliometric review by obtaining indexed research papers from the SCOPUS database, which were then analyzed using the VOSviewer application. The results identified that countries such as the United States, India, and China have the highest scientific production on the subject. Additionally, it was revealed that the most relevant knowledge areas are engineering, management and business, and accounting. In this context, it is concluded that it is crucial for companies worldwide to observe the advancements made by these countries to replicate strategies according to their needs. Considering that AI, thanks to the internet, is accessible for all types of businesses, they only need to identify opportunities and key areas to apply AI tools and train their personnel.