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March 31, 2026ARTIFICIAL INTELLIGENCE IN MARKETING AND COMMERCE: A BIBLIOMETRIC ANALYSIS OF RESEARCH THEMES, GLOBAL CONTRIBUTIONS, AND INTELLECTUAL STRUCTURE
*Siva Sankar, R., & **Helen, J.
*Guest Lecturer, Government Arts and Science College, Konam, Nagercoil, Kanyakumari District, Affiliated to Manonmaniam Sundaranar University, Abisekapatti, Tirunelveli, Tamil Nadu, India.
**Ph.D., Research Scholar, Commerce Research Centre, Vivekananda College, Agasteeswaram, Affiliated to Manonmaniam Sundaranar University, Abisekapatti, Tirunelveli, Tamil Nadu, India.
Abstract
Artificial Intelligence (AI) has significantly transformed marketing and commerce research over the past decade. This study conducted a bibliometric analysis to examine major research themes, their temporal evolution, leading contributing countries, collaboration patterns, and the intellectual structure of the field. Using VOSviewer, keyword co-occurrence, country co-authorship, and source co-citation analyses were performed. The findings revealed that AI was the dominant theme, strongly connected with commerce, marketing strategy, and consumer behaviour. Research evolved from operational applications toward advanced AI adoption, personalisation, and ethical concerns. India emerged as the most productive country, while the United States demonstrated the highest citation impact. The intellectual foundation was grounded in leading marketing and interdisciplinary journals. The field had become increasingly global, interdisciplinary, and strategically oriented.
Keywords
artificial intelligence, marketing, commerce, bibliometric analysis, vosviewer, co-authorship, co-citation, and research evolution.
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To cite this article
Siva Sankar, R., & Helen, J. (2026). Artificial Intelligence in Marketing and Commerce: A Bibliometric Analysis of Research Themes, Global Contributions, and Intellectual Structure. John Foundation Journal of EduSpark, 8(1), 14-23.