What question did this study set out to answer?

This study aims to map the development of artificial intelligence in marketing from 2000 to 2024 and identify emerging trends, key contributors, and knowledge gaps.

March 7, 2026Academia Revista Latinoamericana de Administración

Mapping artificial intelligence in marketing: insights through a two-decade analysis (2000–2024)

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Authors

YCYolanda Casermeiro-CorpasUniversidad de Málaga FRFrancisco Rejón-GuardiaUniversidad de Málaga MVMaría VallespínUniversidad de Málaga

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This bibliometric analysis maps AI's evolution in marketing, revealing emerging trends and gaps in knowledge.

Key Points

This study aims to map the development of artificial intelligence in marketing from 2000 to 2024 and identify emerging trends, key contributors, and knowledge gaps.
Conducted a bibliometric analysis of 2,105 articles published from 2000 to 2024.
Utilized the PRISMA method with data from Scopus and Web of Science.
Employed Bibliometrix and VOSviewer for identifying influential journals, authors, and countries.
Performed co-occurrence and co-citation network analyses to uncover thematic clusters.
Found exponential growth in AI-related marketing research since 2017, peaking in 2024.
Identified key areas like AI ethics, generative AI applications, and social presence in brand engagement.
Highlighted persistent gaps such as algorithmic bias and content authenticity that need further investigation.

Cite This Study

Casermeiro-Corpas et al. (2026) studied this question.

synapsesocial.com/papers/69abc2355af8044f7a4eb9a7 https://doi.org/10.1108/arla-03-2025-0071

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Mapping artificial intelligence in marketing: insights through a two-decade analysis (2000–2024)

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Key Points

Cite This Study

Mapping artificial intelligence in marketing: insights through a two-decade analysis (2000–2024)

Discussion

Member takes

Implication

Key Points

Cite This Study

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