Examining the Nexus Between AI and Digital Marketing: A Bibliometric Approach

Abstract

The integration of Artificial Intelligence (AI) has transformed the digital marketing landscape, with marketers increasingly adopting AI technologies to enhance customer engagement, deliver personalized experiences, optimize campaign performance, and predict consumer behavior. This study employs bibliometric analysis using the Bibliometrix R tool to explore the evolving relationship between AI and digital marketing. Through a systematic literature review, we identify key research themes, emerging trends, and future research opportunities in this domain. The study maps influential authors, journals, and countries shaping AI applications in digital marketing research. Our comprehensive overview provides valuable insights into current marketing practices and establishes a roadmap for future research in this rapidly evolving field. The findings benefit both academics seeking to advance theoretical frameworks and practitioners aiming to implement AI-driven digital marketing strategies in an increasingly technology-driven marketplace.