The growth of marketing research in artificial intelligence (AI)

Abstract

This chapter reflects on trends and changes that have been occurring. This study collected relevant papers via the Web of Science Core Collection between 1987 and 2022, which included all relevant articles within the business or management categories’ databases. This study offers (1) the growth of articles and citations in marketing research in AI, (2) the historical overview of major topics changed in marketing research in AI from 1991 to 2022, and (3) topic popularity in marketing research in AI. Using the Latent Dirichlet Allocation (LDA) topic modeling approach, we have identified 15 topics. A large number of noun phrases and keywords were around exploring, future technology, and digital transformation, that is, “Topic 1 (Future),” “Topic 2 (Digital),” “Topic 11 (Social),” and “Topic 12 (Innovation).” The next research topics are around problem-solving and operation management in business management, marketing management, services marketing, and consumer behavior (“Topic 3 (Problem),” “Topic 6 (Industry),” “Topic 10 (Firm),” “Topic 7 (Work),” and “Topic 15(Organization)”). Another big area of research has been around understanding customers, communication with the customer, and customer solution. These can be observed in “Topic 4 (Marketing),” “Topic 5 (Customer),” “Topic 9 (Consumer),” and “Topic 13 (Market).”