A Bibliometric Analysis using Biblioshiny on Future of Artificial Intelligence in Digital Marketing
Published: 2023
Author(s) Name: Manju Khosla |
Author(s) Affiliation: Department of Commerce, Gargi College, University of Delhi, Siri Fort Road, New Delhi, India.
Locked
Subscribed
Available for All
Abstract
In the success of digital marketing the Artificial Intelligence (AI) plays a very significant role. Human intelligence transforms into machines in AI. It collects data on customer’s behaviour and learns about their interests and desires. AI easily understands customer’s behaviour and gives personalised treatment. Many AI tools are used for data analysis. In the digital marketing, Artificial Intelligence is boon or bane, depending on how to use AI. If we use it responsibly then definitely, it can be a very powerful tool for solving problems and good for future. But if we misuse it, businesses will face dangerous consequences. AI improve the quality life and time of human beings, provide safety and more productive, the AI-based technologies are used by businesses. By using the Scopus database, the paper analysed 282 publications through “Bibliometric Analysis” using Biblioshiny. This paper tries to present a systematic and analytical review on the application of AI in digital marketing.
Keywords: Artificial intelligence, Bibliometric, Biblioshiny, Digital marketing, Personalised treatment.
View PDF