30, March 2026

Mapping the Intellectual Structure of AI in Marketing: A Bibliometric Review

VOLUME-10; ISSUE-3; MAR-2026

Author(s): 1. Shivani, 2. Mani Shreshtha

Authors Affiliations:

1.  Research Scholar, Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, Haryana, India.

2. Associate Professor, Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, Haryana, India.

 

DOIs:10.2017/IJRCS/202603017     |     Paper ID: IJRCS202603017


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This study investigates the intellectual structure and research evolution of artificial intelligence (AI) in marketing, an area experiencing rapid growth and transformation. By combining bibliometric mapping with qualitative content analysis, the paper identifies dominant themes, influential authors, and emerging research clusters. A dataset of 296 articles published between 2015 and 2025 was retrieved from the Web of Science. Using VOSviewer, the study conducted co-authorship, co-occurrence, citation, and co-citation analyses, complemented by qualitative interpretation to highlight theoretical and managerial implications. Results reveal a sharp increase in AI-related marketing publications, with clusters centered on predictive analytics, consumer engagement, personalization, and human–AI collaboration. The co-citation analysis shows integration of behavioral theories with computational approaches, suggesting new directions for marketing scholarship. The reliance on a single database is a limitation; future studies should triangulate across Scopus and Dimensions. The findings provide a roadmap for scholars to advance theory and for practitioners to leverage AI ethically in marketing strategies. This study offers one of the first systematic bibliometric mappings of AI in marketing, highlighting both scholarly trends and actionable insights for managers and policymakers.

Artificial intelligence; Marketing; Bibliometric analysis; Consumer engagement; Digital transformation

Shivani, Mani Shreshtha (2026); Mapping the Intellectual Structure of AI in Marketing: A Bibliometric Review, International Journal of Research Culture Society,    ISSN(O): 2456-6683,  Volume – 10,   Issue –  3,  Available on – https://ijrcs.org/

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