Research Hotspot and Prospect of Artificial Intelligence in Marketing in China——Visual Analysis Based on CiteSpace

Abstract

The artificial intelligence industry has developed rapidly and is now being used in a number of areas of integration, such as healthcare, education and agriculture. A comprehensive understanding of the research hotspots and prospect of artificial intelligence in marketing will be of great value to scholars and companies in their marketing work. Using the CNKI database as the data source, this study adopts a quantitative analysis research method and uses the visualization software CiteSpace 5.8 R3 to comb through the domestic AI marketing-related literature published during the decade 2001-2021, draw up a scientific knowledge map, and analyze it in terms of research hotspots, themes and evolutionary trends respectively. The results show that "big data", "precision marketing", "digital marketing", "advertising" and "smart marketing" are the hot keywords; The research focuses on five modules: "Smart Advertising", "Smart Media Marketing", "Precision Marketing", "New Retail" and "Short Video Marketing". Further analysis reveals that future research could start with AI marketing scenarios, data and carriers, with an eye towards deeper exploration of content scenarios, user profiling, new media marketing and other more segmented areas.