Tendencias investigativas en el uso de la inteligencia artificial en el Marketing Digital

In the last decade, artificial intelligence (AI) has become essential in digital marketing, and although research in this area has increased, there are still unexplored areas that require a complete bibliometric analysis. Therefore, the objective is to examine research trends on the use of artificial intelligence in digital marketing. A bibliometric analysis based on the PRISMA-2020 statement is proposed. An exponential growth trend is clearly presented in the years 2021, 2022, 2023 and 2024. In addition, a preponderance of emerging topics such as “virtualization”, “social media” and “software security” is evident. Regarding the frequency and validity of consolidated and growing keywords, there is the concept of “social media”, reflecting a growing interest in the study of artificial intelligence in digital marketing.