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The impact of artificial intelligence in digital marketing has emerged as a prominent research topic in recent decades, with numerous findings published in leading international journals. To investigate its current research landscape and emerging trends, we conduct a bibliometric analysis by using R software 4.5.0, and VOSviewer to identify the research trend, emerging topics, collaborations among countries, authors, documents and the contributing academic journals during the study period. Lecture Notes in Networks and Systems journal is having the highest publications and Journal of Operations Management is having the most cited document. Sharma A is the most contributing author to the literature. India is the most contributing country with around 12.5% of total publications. By research gap analysis, the future direction in the domain of artificial intelligence in digital marketing can be green marketing, ethical AI, personalization, automation and prediction.

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Role of Digital Marketing in the Era of Artificial Intelligence

  • 会议论文

  • 发表日期：

    2026年

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  • Sarvani Kocherlakota,
  • Lavanya Goura,
  • Poojitha Panchakarla,
  • Thupakula Kushwanth,
  • Jangala Venkata Shanmukha

摘要

The impact of artificial intelligence in digital marketing has emerged as a prominent research topic in recent decades, with numerous findings published in leading international journals. To investigate its current research landscape and emerging trends, we conduct a bibliometric analysis by using R software 4.5.0, and VOSviewer to identify the research trend, emerging topics, collaborations among countries, authors, documents and the contributing academic journals during the study period. Lecture Notes in Networks and Systems journal is having the highest publications and Journal of Operations Management is having the most cited document. Sharma A is the most contributing author to the literature. India is the most contributing country with around 12.5% of total publications. By research gap analysis, the future direction in the domain of artificial intelligence in digital marketing can be green marketing, ethical AI, personalization, automation and prediction.