Pazarlamada Yapay Zekâ Kullanımı: Vosviewer İle Bibliyometrik Bir Analiz
Using AI in Marketing: A Bibliometric Analysis with VOSviewer

Summary/Abstract: Artificial intelligence, like other technological disruptive forces, has revolutionized almost every industry and led to significant changes in business practices. Today, artificial intelligence solutions play an essential role in many areas of marketing. Expectations that artificial intelligence will grow and increase its power in the marketing industry are incredibly high. Therefore, the question is when the full integration of artificial intelligence into our daily lives will occur. In this research, a literature review was done on the use of artificial intelligence in marketing; then, a bibliometric analysis was made on the subject through VOSviewer software, visual network maps related to artificial intelligence and marketing keywords, and visual density. Using maps and visualization scope maps, the most intensively studied subheadings in the literature and the countries that have done the most studies on the subject were determined. In the research conducted through the Web of Science database, some of the most studied topics regarding the use of artificial intelligence in marketing are machine learning, digital marketing, consumer behavior, online advertising, customer journey, human-computer interaction, anthropomorphism, sentiment analysis, virtual influencers, Chatgpt, natural language processing, data mining, virtual reality, topic modeling, social networks, systematic analysis, text mining, voice assistants. In addition, it was observed that the studies were concentrated in countries such as the USA, England, China, India, France, Canada, Spain and Germany.

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