The evaluation of AI integration in innovative digital marketing strategies

Purpose- This study aims to provide a bibliometric review of publications where the terms 'digital marketing' and 'artificial intelligence' are used together. Leading publications, authors, countries, and institutions in the Web of Science (WoS) database have been examined to achieve this goal. Additionally, this article investigates the combined use of digital marketing and artificial intelligence. Furthermore, it aims to offer insights into artificial intelligence strategies for marketing that businesses can employ. Methodology- The research employs the technique of bibliometric analysis. The Bibliometrix package within R Studio and its web-based component, Biblioshiny, were utilized for analysis. Searches were conducted in the Web of Science database using the keywords 'Digital Marketing' and 'Artificial Intelligence' in the title, abstract, and keywords sections. Findings- As a result of the analysis, a total of 60 publications authored by 140 researchers and distributed across 46 journals between 2017 and 2023 were identified. Examination of the included publications reveals frequent usage of terms such as 'artificial intelligence,' 'creativity,' 'analytics,' 'impact,' 'expertise,' 'social networks,' 'big data,' 'governance,' 'success,' and 'AI.' Upon scrutinizing the authors' countries, India emerged as the leading contributor, followed by Spain and the USA. Moreover, Finland (370), Spain (92), and France (58) had the highest citation counts. Conclusion- This research aims to contribute to researchers interested in working in digital marketing and artificial intelligence by examining its past and present. For this purpose, 60 relevant studies from the literature were systematically reviewed and analyzed across various categories. Additionally, the examined publications' conceptual, intellectual, and social structures were illuminated. Keywords: Digital marketing, artificial intelligence, AI systems, bibliometric analysis, bibliometrix. JEL Codes: M15, M30, M31