Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directions

Purpose Although the value of artificial intelligence (AI) has been acknowledged by companies, the literature shows challenges concerning AI-enabled business-to-business (B2B) marketing innovation, as well as the diversity of roles AI can play in this regard. Accordingly, this study investigates the approaches that AI can be used for enabling B2B marketing innovation. Design/methodology/approach Applying a bibliometric research method, this...