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Examining the Nexus Between AI and Digital Marketing: A Bibliometric Approach
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Author(s): Anil Kumar (Graphic Era Hill University, Nainital, India), Ewelina Idziak (Kazimierz Wielki University, Bydgoszcz, Poland)and Sakshi Pandey (Kumaun University, Nainital, India)
Copyright: 2025
Pages: 32
Source title:
Leveraging AI-Powered Marketing in the Experience-Driven Economy
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3693-9561-5.ch002
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Abstract
The integration of Artificial Intelligence (AI) has transformed the digital marketing landscape, with marketers increasingly adopting AI technologies to enhance customer engagement, deliver personalized experiences, optimize campaign performance, and predict consumer behavior. This study employs bibliometric analysis using the Bibliometrix R tool to explore the evolving relationship between AI and digital marketing. Through a systematic literature review, we identify key research themes, emerging trends, and future research opportunities in this domain. The study maps influential authors, journals, and countries shaping AI applications in digital marketing research. Our comprehensive overview provides valuable insights into current marketing practices and establishes a roadmap for future research in this rapidly evolving field. The findings benefit both academics seeking to advance theoretical frameworks and practitioners aiming to implement AI-driven digital marketing strategies in an increasingly technology-driven marketplace.
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