Year: 2025
Type: conference-paper
Abstract: The impact of Industry 4.0 technologies on developing digital marketing practices has been analyzed. The decisive role of artificial intelligence in promoting the development of digital marketing to ensure the efficiency of enterprise activities and hyper-personalization has been substantiated. The article's purpose has been to conduct a bibliometric analysis of scientific publications related to the use of artificial intelligence in digital marketing. The methodological basis of the study has been a bibliometric analysis, which was carried out using the tools built into the Scopus scientometric database and the VOSviewer software. The object of the study has been scientific works from the Scopus scientometric database for 1985- 2024, selected by the key phrases “digital marketing” and “artificial intelligence”. The study’s results of the study confirm the significance and increasingly significant role of integrating artificial intelligence into digital marketing as a key factor in formation a new marketing paradigm.
Institutions: Zhytomyr Polytechnic State University, ADA University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W7166338561