ROLE OF AI IN DIGITAL MARKETING: A SYSTEMATIC LITERATURE REVIEW AND BIBLIOMETRIC ANALYSIS

This Paper demonstrates the role of artificial intelligence (AI) in digital marketing through systematic literature review and bibliometric analysis. AI transformed digital marketing in view how businesses examine consumer behaviour, personalize content and automate marketing. A datasheet with 200 paperswas downloaded from Scopus database with keywords Role of AI in digital marketing with the help of publish and perish software. Year wise trends, top ten publishers, top ten journals found with the help of pivot chart in M.S. Excel. We performed key-word co-occurrence analysis and study found three themes: Effect of marketing strategy on consumer behaviour, Challenges in Chat GPT, Application and evolution of AI. The research trend and themes provide insight for practitioners and managers to find potential issues to address in future research.