<p>Metaverse is emerging as a transformative digital space. Its increasing significance in reshaping digital experiences highlights its potential to revolutionize marketing and consumer behavior. This shift highlights the need for synthesizing the literature to summarize recent advancements, prevailing challenges, and potential future developments. This study employs a bibliometric analysis of 404 studies published between 1995 and 2024, revealing significant contributions from the United States, China, and India. The research identifies eight distinct clusters within the field’s intellectual structure. These clusters identified themes such as augmented and virtual reality applications, consumer behavior in virtual commerce, immersive customer experiences, and Artificial Intelligence, reflecting the diverse dimensions of metaverse research. The study identifies five primary research areas: the applications and effects of augmented and virtual reality, travel experiences and destination marketing, augmented and virtual reality in retail, consumer engagement within the metaverse, and the integration of AI into the metaverse. AI has emerged as one of the eight research clusters in the field's intellectual structure and is highlighted as one of the five research fronts shaping metaverse research in marketing. By mapping the intellectual structure and identifying emerging trends, this paper highlights the need for adopting trustworthy AI to enhance user experiences, safeguard privacy, and promote responsible technology use. Serving as a roadmap for future research, the study provides indispensable insights into the metaverse's implications for marketing strategies and its broader integration with AI.</p>