Global Research Landscape of Artificial Intelligence in Marketing: A Bibliometric and Network Analysis

Abstract

The present research is a mapping of the global Artificial intelligence (AI) research in the marketing field, focusing on the trend of publications, intellectual organization, development of the themes, and the structure of collaborations. It is intended to give a more detailed, evidence-based review of the scholarly input, new trends, and knowledge dissemination aspects in the field. The bibliometry method was used based on the articles indexed in Scopus and published during 20102026. The dataset was narrowed down to inclusion criteria such as AI, digital marketing and similar keywords. Some of the analyses encompassed performance measures, co-citation mapping, key word co-occurrence and collaboration networks. Visualization and structural analysis of scholarly outputs were done with the help of such tools as VOSviewer and Bibliometrix (R). The results demonstrate that the AI marketing research is growing exponentially, and its thematic development was followed by analytics to personalization and, more recently, by generative AI applications. The most popular journals, authors and nations, mainly the USA, China, and India, were pointed out. The co-citation analysis showed that there were intellectual clusters of AI-based customer analytics, recommendation systems and marketing automation. The use of keywords like co-occurrence provided insights into new areas of research such as the generative AI, autonomous marketing systems, and ethical AI. There are collaboration networks that imply vast global business ties with a core-periphery framework. The findings are applicable to practical implications that the managers and practitioners can implement AI-facilitated personalization, predictive analytics, and automated marketing process implementation successfully. The paper is one of the first to integrate bibliometric and network analyses to map the systematic AI in marketing, with a contribution to theoretical knowledge and management advice, with open spaces and structural knowledge trends in the field.