Mapping the Future of AI-Driven Digital Marketing: Bibliometric Insights on Personalization, Ad Optimization, and Customer Engagement

Abstrak

The rapid advancement of Artificial Intelligence (AI) has significantly transformed digital marketing, particularly in the areas of personalization, advertisement optimization, and customer engagement. Despite the growing number of studies addressing these topics, research remains fragmented, with limited integration among these three core elements. This study aims to map the intellectual landscape of AI-driven digital marketing and identify key research trends, thematic clusters, and emerging gaps through a bibliometric analysis. A total of 593 Scopus-indexed articles were analyzed using VOSviewer software to visualize co-occurrence networks and thematic structures. The results reveal seven dominant clusters, highlighting customer engagement, social media marketing, digital transformation, and AI-based personalization as central themes. Keyword frequency analysis shows "customer engagement," "social media," and "artificial intelligence" as the most recurrent terms, reflecting the growing convergence between human interaction and intelligent automation in digital marketing. However, the analysis also identifies significant research gaps, particularly the lack of contextual studies in emerging markets, limited attention to ethical and privacy issues in AI personalization, and the dominance of quantitative approaches over exploratory methods. This study contributes to the theoretical development of AI marketing by offering a comprehensive overview of its evolution and suggesting future research directions toward more contextualized, ethical, and human-centered AI marketing frameworks.

Identifier

• OpenAlex: https://openalex.org/W7161601868
• DOI: https://doi.org/10.11594/nstp.2026.5407