Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda

Mekhail Mustak, Joni Salminen, Loïc Plé, Jochen Wirtz

Research output: Contribution to journalArticleScientificpeer-review

193 Citations (Scopus)


The rapid advancement of artificial intelligence (AI) offers exciting opportunities for marketing practice and academic research. In this study, through the application of natural language processing, machine learning, and statistical algorithms, we examine extant literature in terms of its dominant topics, diversity, evolution over time, and dynamics to map the existing knowledge base. Ten salient research themes emerge: (1) understanding consumer sentiments, (2) industrial opportunities of AI, (3) analyzing customer satisfaction, (4) electronic word-of-mouth–based insights, (5) improving market performance, (6) using AI for brand management, (7) measuring and enhancing customer loyalty and trust, (8) AI and novel services, (9) using AI to improve customer relationships, and (10) AI and strategic marketing. The scientometric analyses reveal key concepts, keyword co-occurrences, authorship networks, top research themes, landmark publications, and the evolution of the research field over time. With the insights as a foundation, this article closes with a proposed agenda for further research.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)389-404
Number of pages16
Publication statusPublished - 2021
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Marketing
  • Artificial Intelligence
  • AI
  • Natural Language Processing
  • Big Data
  • Digital

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Digitisation and sustainability in intellectual property


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