VISIBILITY OF ARTIFICIAL INTELLIGENCE APPLICATIONS IN DIGITAL MARKETING ON WOS

Abstract

Until recently, it was a matter of preference for businesses to benefit from digital marketing strategies while maintaining marketing practices. Due to factors such as pandemics, wars, and economic crises experienced in the past decade, coupled with technological developments that are progressing by leaps and bounds, it has become mandatory for businesses to use digital marketing strategies today. For this reason, many businesses small-to-big have understood the necessity of existing both physically and digitally. Digital marketing facilitates the process for businesses to interact and communicate with customers more intimately and faster. In addition, the ability of consumers to access unlimited information about products and services in the digital environment; the ability to compare products, prices, brands, and consumer experiences within seconds also provides various advantages for the consumer. However, situations that are an advantage for customers are sometimes disadvantageous from the point of view of businesses. This situation has made it difficult to retain the consumer. This difficulty is being overcome through artificial intelligence applications from the point of view of many businesses. Artificial intelligence assistants, which can quickly learn consumer preferences and evaluate these preferences, provide a great advantage in directing customer preferences to match customer preferences by analyzing their past experiences and profiles.  While the industry is trying to take advantage of the advantages of artificial intelligence, researchers are also conducting research and experiments in many areas, including marketing related to artificial intelligence, all over the world. While academic studies are being carried out by researchers, artificial intelligence is also developing every day and it is difficult to keep up with the pace of development. For this reason, determining the axis on which academic studies related to artificial intelligence are conducted and the main theme is important for researchers to identify shortcomings and direct their studies. In this direction, the published studies related to artificial intelligence in the December 2022 – 2023 date range were scanned on the Web of Science, where scientific studies in the academic field are included and their visibility is ensured in the world. The ones of these studies that have artificial intelligence, AI, ChatGPT, and marketing keywords have been quantitatively examined in various fields such as publication year, publication type, origin, and author keywords. As a result of the examination, it was observed that although artificial intelligence is a very current topic for all fields, there are very few publications on artificial intelligence and digital marketing in the field of marketing.