Unlocking AI-Powered Strategies for Sustainable B2B Marketing Excellence: A Bibliometric Analysis

Recent years have witnessed a surge in research at the intersection of AI, sustainability, company performance, and marketing. The primary objective of this research paper is to provide a scientific and systematic bibliometric analysis, uncovering keywords, dominant themes, and the emerging body of knowledge in AI for developing marketing strategies and sustainable firm performance. This study uses data from SCOPUS database to systematically evaluate the extensive body of literature. The time period selected wars 1999–2023 which resulted in 1556 documents. VOSviewer software has been used to analyze the documents. The top country producing most popular research papers emerged to be India, followed by China. The highest number of publication were done in the year 2022. The most popular Journal was ‘Sustainability’. This research paper will help to understand the recent trends, therefore, the researchers, policy makers, marketers can offer personalized services to the customers and other stake holders. AI powered chat bots can be developed to understand the customers’ requirements and enhance the customer experience in real time. AI, if utilized in the right direction at the right time for the right place can optimize the business process.