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Emerging Trends and Impacts: A Bibliographic Analysis of Generative AI in Marketing

Author

Listed:
  • Octavia ALBU

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Iulia CIUREA

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Ruxandra DU?A

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Francesco BELLINI

    (Sapienza University of Rome, Rome, Italy)

Abstract

Artificial intelligence in marketing uses machine learning to create dynamic content and personalise consumer interactions. This development reflects a broader trend in the social sciences, where the transition of artificial intelligence from theory to practical application has transformed research and practice throughout the field. Generative AI is still a relatively new subject in the academic literature, having sparked interest for its groundbreaking applications and implications. This paper will focus on several key questions, namely identifying the main themes within the literature on generative AI in marketing, examining the key findings and trends reported across various studies, and determining the primary authors studying the implications of generative artificial intelligence, in this using the VOSViewer data visualiser.

Suggested Citation

  • Octavia ALBU & Iulia CIUREA & Ruxandra DU?A & Francesco BELLINI, 2024. "Emerging Trends and Impacts: A Bibliographic Analysis of Generative AI in Marketing," PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, Bucharest University of Economic Studies, Romania, vol. 6(1), pages 972-984, August.
    • Handle: RePEc:rom:conase:v:6:y:2024:i:1:p:972-984
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    More about this item

    Keywords

    generative artificial intelligence; marketing; bibliographic analysis;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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