Generative Artificial Intelligence in Marketing: A Bibliometric Analysis of Research Trends and Emerging Themes

Abstract

Generative Artificial Intelligence (GenAl) is revolutionizing the marketing area, providing a wide range of applications such as content generation, consumer interaction, and data-based decision making. In this new field of research, it is indeed necessary to grasp the shift of the research themes and the developing concepts. Therefore, this study conducted a bibliometric analysis of keyword trends, co-authorship, co-citations, and bibliographic coupling of 218 publications indexed by Scopus related to the GenAl in marketing. VOS viewer software has been used to graphically represent the results. The findings show that even though this area of research is still very much in its infancy, the number of publications has increased significantly from 2023 onwards due to the introduction and availability of GenAl tools like the GPT models and visual AI. Among the common keywords are “artificial intelligence,” “generative AI,” and “marketing,” while the newer ones are related to personalization and content automation. The U.S. and India are the top two countries in terms of both output and influence, and they have very strong global collaborations. By presenting the current situation, this research emphasizes the existing gaps and the possible areas where GenAl could be applied in marketing, which will in turn help us understand the development of research and trends in the already expanding field of marketing.

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