AI AND CHATBOTS IN DIGITAL MARKETING: A BIBLIOMETRIC STUDY

Povzetek

The accelerated progress of digital marketing has been propelled by artificial intelligence (AI) and chatbots, transforming customer engagement, data analysis, and personalized marketing strategies. By employing the PRISMA framework, this study conducts a comprehensive bibliometric analysis aimed at examining AI and chatbots in digital marketing by reviewing 203 scholarly articles published between 2019 and 2024. Using the Dimensions.ai database and bibliometric tools such as Biblioshiny, Scimago Graphica, and VOSviewer, this study identifies key publication and citation trends, highly cited publications, influential contributors, collaborative networks, and dominant thematic areas.