An exploratory text analysis of the emerging intellectual structure of artificial intelligence-titled marketing publications

Abstract

This paper employs text analysis to investigate and gain a deeper understanding of the evolving intellectual structure of marketing publications on artificial intelligence. 50 papers titled "Artificial Intelligence" and "AI" from marketing journals from 2009 to 2023 were used for text analysis. Artificial intelligence-titled marketing research is in its early developmental stage. All the articles carry positive sentiments but exhibit shallow similarities. No precise key dimensions or clusters were detected. Two coherent and exclusive topics were found. This research employed various advanced text analysis techniques to systematically and objectively review artificial intelligence research in marketing. The results offer valuable insights into the emerging intellectual structure and the main thematic topics in literature.