Title: Updates in the evolution of AI-driven digital marketing practices: a literature review with bibliometric analysis

Authors: Mohammad Faruk; Md. Masudur Rahman; Riduanul Mustafa; Ishita Roy

Addresses: Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University (BSMRSTU), Gopalganj, Bangladesh ' Department of Marketing, University of Dhaka, Dhaka, Bangladesh ' Department of Business Administration, Bangladesh Army International University of Science and Technology (BAIUST), Cumilla, Bangladesh ' Department of Management Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University (BSMRSTU), Gopalganj, Bangladesh

Abstract: This study aims to present an update on the evolution of AI-driven digital marketing practices by determining the thematic development and identifying research clusters that have been developed over time. Adopting an objectivist research philosophy, this study employs the bibliometric analysis method on 206 identified research papers from the Scopus database based on the PRISMA framework from 2000 to 2024. The findings identify that the most contributing author is Dwivedi, while the Journal of Business Research is the most contributing journal and the USA is the most contributing country in the research related to AI-driven digital marketing practices. Furthermore, the findings reveal that the research in AI-driven digital marketing practices is grouped into four clusters. In addition, the evolutionary trends are moving toward integrating the Metaverse and generative AI in digital marketing practices for providing immersive (phygital) experiences to customers and building competitive advantage, leading to an exponential growth of research on these topics. This study contributes to the existing knowledge by providing updated AI-driven digital marketing practices in nine categories.

Keywords: artificial intelligence; digital marketing; machine learning; bibliometric analysis; literature review; systematic literature review; online marketing; update; evolution.

DOI: 10.1504/IJTMKT.2025.147357

International Journal of Technology Marketing, 2025 Vol.19 No.3, pp.292 - 318

Received: 30 Apr 2024
Accepted: 17 Nov 2024
Published online: 14 Jul 2025 *

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