Artificial Intelligence and Machine Learning in Marketing: A Bibliometric Review

Determining optimal markets specifically for market segmentation is one of the key challenges in marketing. Consumer buying behaviour is influenced by varied factors executed at different periods. Development in Artificial Intelligence (AI) and Machine learning (ML) are set to transform various industries. The capabilities of AI have proved in mirroring human capabilities in performing marketing activities. The AI and ML have contributed immensely to marketing. The specific use cases are customization, segmentation, sales projections, recommender systems, interactive bots, virtual assistants, content development, paid marketing and predictive analytics. Researchers and practitioners are also becoming increasingly interested in AI and ML supported research in the marketing domain. There are minimal studies till date, to address this research gap; the authors have provided an outline of AI and ML research in marketing. The authors have utilized the Scopus citation database to identify relevant articles on the topic within AI and ML in marketing corpus to execute this research. A total of 790 research articles from 1960-to September 2020 have been considered for this analysis through the search strings retrieved data from 1984 onwards. The findings are presented using a variety of data such as content coverage, authorship, total yearly publications, country of publication, most influential and prolific authors in terms of citations and documents, keywords used in publication and future research themes for conducting research in marketing utilizing AI and AL technologies.