Mapping AI Adoption in Digital Marketing: A Bibliometric Analysis, Systematic Literature Review, and Future Research Agenda
Keywords:
Artificial intelligence, AI adoption, Digital marketing, Bibliometric analysis, Systematic literature review, Future research agenda.
Abstract
This study aims to map the development of artificial intelligence adoption in digital marketing, identify dominant themes, examine methodological approaches, theoretical foundations, and empirical contexts, and formulate research gaps and a future research agenda. The study employs a combined design integrating bibliometric analysis and a systematic literature review. Data were obtained from 94 articles published during 2018–2026 and selected through the stages of identification, screening, eligibility, and inclusion. Bibliometric analysis was used to examine publication trends, journals, countries, citations, collaboration, and relationships among keywords, while VOSviewer was used to generate network visualization, density visualization, and overlay visualization. The results show that publications have grown rapidly, with a temporary peak in 2025. Dominant themes include artificial intelligence, digital marketing, machine learning, social media, generative AI, customer experience, trust, transparency, privacy, and personalization. Previous studies have been dominated by quantitative approaches, cross-sectional designs, and SEM analysis, with Signaling Theory being one of the most frequently used theoretical foundations. The main gaps include inconsistent definitions of AI adoption, limited longitudinal designs, weak integration of technical, organizational, and behavioral aspects, and limited attention to responsible AI and negative consequences. This study concludes that AI adoption in digital marketing should be understood as a gradual, multidimensional socio-technical process requiring the integration of technological capabilities, organizational readiness, consumer responses, and ethical governance.
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Published
2026-10-13
How to Cite
Taufan, Y., Gilang Mukti Prabowo, & Ika Tirta Candra Rini. (2026). Mapping AI Adoption in Digital Marketing: A Bibliometric Analysis, Systematic Literature Review, and Future Research Agenda. International Journal of Education, Vocational and Social Science , 5(04), 3047-3068. https://doi.org/10.63922/ijevss.v5i04.6432
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Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
