<p>Research on Natural Organic Matter (NOM) has significantly advanced over the years due to its critical relevance to water quality, environmental health, and human well-being. To achieve greater impact in the future, this paper explores potential strategies and provides recommendations through bibliometric and systematic review analyses. Our findings emphasize the importance of interdisciplinary collaboration, which can foster a holistic understanding of NOM dynamics and their implications. This article also highlights the need for integrating advanced analytical techniques to better characterize NOM components. Moreover, the incorporation of machine learning and artificial intelligence (AI) is advocated to facilitate more effective and comprehensive data analysis. Key aspects identified in the analysis include the investigation of environmentally friendly NOM removal technologies and their implementation in water treatment processes aligned with broader sustainability goals. Additionally, long-term monitoring is recommended to capture seasonal variations influenced by climate change. The role of NOM as a carrier vector of water pollutants, including its potential to transform harmless compounds into more toxic forms, is also underscored. By comprehensively addressing these future opportunities, researchers can develop targeted and impactful solutions to address challenges associated with NOM. This approach will contribute to advancing both theoretical understanding and practical applications in water treatment and environmental management.</p> Graphical Abstract <p></p>