The Intellectual Structure and Evolution of Artificial Intelligence in Digital Marketing: A Bibliometric–Thematic Analysis and Capability-Based Framework

Abstract

Abstract:

Artificial intelligence (AI) has become an integral part of digital marketing. Existing research often frames AI as a capability enhancer that improves efficiency, personalization, and decision-making. This study adopts a different perspective by arguing that AI also acts as a structural constraint on marketing autonomy. Using a bibliometric and thematic analysis of Scopus-indexed publications (2010-2025), the study shows that AI-driven marketing becomes with time dependent on data infrastructures, digital platforms, algorithmic systems, and governance mechanisms. These findings support a more critical understanding of AI’s role in digital marketing. Building on these insights, the study proposes an integrative framework linking AI, value creation, and governance, highlighting the tension between performance optimization and responsible AI deployment.

Keywords: Artificial Intelligence (AI); Digital Marketing; Responsible AI; Governance; Value Creation.