Published Online:December 2024
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM011224
Author Name:Paramjit Singh and Anshika Prakash
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:24
The paper presents an in-depth examination of the evolving trends at the crossroads of conversational artificial intelligence (AI) and brand management, using bibliometric analysis. Additionally, it identifies significant emerging patterns and outlines potential future pathways in this domain. Conversational AI in branding is a focused research area. Keywords like “brand, conversational AI, AI, voice AI, generative AI, and voice assistants” were used to analyze and track global trends in research output. A total of 209 Scopus-indexed papers for the period 2002 to 2023 were extracted by applying relevant inclusion criteria limited to business, social science, decision science, and psychology subject areas. Further, Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) framework was used for systematically excluding the nonrelevant papers. Bibliometric analysis was conducted using open-source tools like Bibliometrix powered by R Studio and VOS Viewer visualizations. The analysis reveals remarkable traction among researchers within this field over recent years, especially since 2019, with more than half of the research publications emerging after 2022. 209 papers were published by 523 authors, and only 16.7% of the papers were single-authored, which highlights the fact that this a hugely collaborative research area with co-authorship per doc of 3.04. This paper can be used as a ready reference, as it provides a quick overview of the bibliographic coupling of journals, most influential papers, and authors, including the most relevant themes, using Thematic Map Analysis. New areas where research can be chartered have been unraveled. The paper also contributes to current research in this field and identifies key directions and significant areas of future research based on empirical evidence.
The current worth of the worldwide artificial intelligence (AI) market stands at approximately $100 bn, and it is anticipated to surge to nearly $2 tn by the year 2030 (Artificial Intelligence Market Size, 2030 | Statista). Major technology giants like Google, Meta, Microsoft, and Accenture are making significant investments in AI to maintain their competitive edge in the field of innovation (Economic Times, 2023).