Artificial Intelligence (AI) has become a paradigm-changing approach in marketing innovation by providing intelligent decision-making, personalised customer interaction, and sustainable business innovations. Given the increasing number of studies related to AI-based marketing, it is important to understand the knowledge structure and research trends. This study provides a bibliometric analysis of 600 Scopus-indexed articles through VOSviewer in order to map the knowledge base of AI-driven marketing innovation. The study uses publication trends, co-authors network, collaboration between countries, citations, and keyword co-occurrence to identify the key contributors and research themes. The results demonstrate the emergence of research themes in relation to digital marketing, consumer behaviour, sustainability, and AI-enabled marketing innovation. Based on the knowledge clusters identified in this study, the study suggests future research direction that focuses on responsible use of AI, ethical marketing, and value creation. This study can provide insightful suggestions for future research, practice, and policies regarding AI-driven marketing innovation in order to sustainably build nations
Download
Download XML