From Algorithms to Attitudes: Bibliometric Insights into the Role of AI in Marketing Strategies and Consumer Behaviour (2015–2025)

Abstract

Purpose: The study provides a bibliometric analysis of artificial intelligence (AI) into marketing strategies has profoundly impacted consumer decision-making and behaviour.

Design/Methodology/Approach: A systematic bibliometric relation of 357 publications from the Scopus database between 2015 and 2025, focusing on the relation between AI technologies, promotional strategies, and consumer decision-making, was analysed using Biblioshiny (R) and VOSviewer.

Findings: Research trends have indicated a tremendous increase in the scholarly interest in AI-powered marketing through the parallel rise in research output, citations, and thematic diversity during the last decade. The analysis, moreover, places “artificial intelligence,” “machine learning,” and “digital marketing” at the forefront of the inquiry while also bringing to light the areas of personalization, recommender systems, and conversational AI as the ones about which researchers are most curious. Besides, the authors, journals, and countries that have contributed the most, as well as influential papers and collaboration networks, are considered to present the intellectual landscape. There is a discourse on the gaps in research and future directions, where the changing role of AI in the consumer’s mind and marketing strategy is again a point of concern. Ultimately, these revelations provide not only insightful but also practical guidance for the academic and professional communities that are keen to grasp and exploit the transformative nature of AI in marketing.

Originality/value: This creates a structured knowledge base that scholars and practitioners can use to position new studies, select target journals, and design research that improves understanding of how AI shapes consumer buying behaviour.

Paper Type: Research Thought