T. G. Saji, Amal A.
This bibliometric review synthesizes the literature in the burgeoning field of artificial intelligence (AI) in marketing. Analyzing 1,878 research publications from the Scopus database, we map the intellectual structure and evolution of this domain. Our analysis identifies the foundational works, leading authors, and key thematic clusters, showing how AI technologies are integrated into marketing strategies and their subsequent impact on performance. The review advances the field by offering a qualitative synthesis that distills core theoretical paradigms and empirical insights on AI applications in business marketing. Building on this analysis, we determine critical research gaps and propose future research directions, presenting a structured framework to guide subsequent inquiries in AI-driven marketing.