Bibliometric Analysis of Artificial Intelligence in Marketing: Revealing Publication Trends Using Bibliometrix R-Tool

This study offers a bibliometric analysis of the research on Artificial Intelligence (AI) in marketing within the business sector from 2020 to 2024, analyzing 590 papers from the Web of Science database using the Bibliometrix R package. The analysis reveals a robust annual growth rate of 27.42% in publications and identifies four major research themes: (1) AI applications in marketing, (2) AI and branding, (3) Ethics and challenges of AI use in Marketing, and (4) AI and decision-making. These themes highlight the key areas of focus and development in the field. The study also finds extensive international collaboration among researchers, reflecting the interdisciplinary nature of the field. However, it is limited by its focus on English-language publications and may not capture all emerging trends. Future research should address these gaps by incorporating non-English sources and exploring the ethical implications and long-term impacts of AI in marketing.