2025/06/08 by ZIKY, Rachid, BAHIDA, Hicham, LAARJ, Mohamed +2
paper · doi:10.48374/imist.prsm/ame-v7i2.54653
The rise of artificial intelligence has profoundly transformed digital marketing strategies, redefining traditional approaches and opening new perspectives for businesses. This article presents a bibliometric analysis of empirical studies on the impact of artificial intelligence in this field. The primary objective is to examine existing scientific contributions, identify the limitations of current research, and outline future prospects. To achieve this, we adopted a rigorous methodology based on a document selection process, focusing on the most relevant studies addressing this topic. The results reveal several key trends, including a significant increase in publications in recent years, a concentration of research in the United States, China, and the United Kingdom, as well as the major influence of certain researchers such as Wirtz J. and Chatterjee S.