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Repositorio de la Red Internacional de Investigadores en Competitividad

Innovación tecnológica e IA

Vol. 19 (2025): La IA y el futuro digital construyendo el camino hacia un mundo sostenible y competitivo 978-84-10470-93-4

Estudio bibliométrico sobre la intersección entre marketing e inteligencia artificial

Enviado
octubre 29, 2025
Publicado
2025-11-06

Resumen

Este artículo presenta un estudio bibliométrico sobre el marketing en el contexto de la inteligencia artificial (IA). Utilizando herramientas analíticas, se examina la evolución de la investigación en este campo, identificando las tendencias emergentes y los principales temas de interés. El análisis se basa en una extensa revisión de publicaciones académicas, incluidos artículos, conferencias y libros, para mapear la producción científica y evaluar el impacto de las investigaciones en el área. De acuerdo con una base de datos de Scopus del 2013 al 2023 con palabras claves seleccionadas como inteligencia artificial y marketing. Los resultados revelan un crecimiento significativo en el número de publicaciones relacionadas con el marketing y la IA en los últimos años. Se destacan las áreas de aplicación más prominentes, como aprendizaje automático, big data, comercio y marketing digital. Los autores discuten sobre las principales implicaciones teóricas de la investigación.

Citas

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