Charting the scientometric evolution: Emerging trends in Artificial Intelligence and marketing research

Abstract

This study presents a scientometric analysis of the evolving integration of Artificial Intelligence (AI) in marketing research, addressing a gap in quantitative assessments of this rapidly advancing field. Drawing on data from Scopus (1984–Q1 2024) and utilizing advanced bibliometric techniques in R Studio, the research maps publication trends, author influence, institutional and geographic distributions, and thematic developments. The analysis covers 565 English-language, peer-reviewed articles, revealing a marked acceleration in publication volume since 2015, with a peak of 136 articles in 2023. The United States leads in research output and international collaboration, followed by the United Kingdom, China, and India. The Journal of Business Research emerges as the predominant outlet, while key contributors such as DWIVEDI YK, KIETZMANN J, and KAR AK shape the field’s discourse. Dominant themes include “artificial intelligence,” “machine learning,” “decision-making,” and “marketing strategies.” Network analyses highlight AI’s central role in connecting diverse marketing subfields and fostering interdisciplinary inquiry. The findings underscore AI’s transition from a peripheral topic to a core driver of marketing scholarship, with significant implications for future research directions and strategic practice. This study provides a comprehensive mapping of the field’s scientometric evolution, identifying leading voices, institutions, and emerging trends.