Abstract: This research investigates the growing research of AI in marketing within Asian countries, which are at the forefront of AI technology adoption. Despite the global proliferation of AI marketing studies, a comprehensive bibliometric analysis targeting Asian countries is lacking. This study aims to fill this gap by synthesizing research trends, influential contributions, and future directions of AI in marketing within this region. Utilizing the Scopus database, 1,909 articles were analyzed through bibliometric techniques using VOSviewer to visualize research trends and relationships. The analysis identifies leading researchers, key journals, affiliations, countries, and prevalent themes in AI marketing research in Asia. The study reveals a significant increase in publications post-2010, peaking around 2020, reflecting technological advancements and industry adoption of AI. However, a decline post-2025. Emerging contributors like Pakistan and Turkey are showing growing interest and potential in AI marketing research. Continued exploration of new AI technologies such as augmented reality, the metaverse, and virtual reality for marketing purposes. The findings underscore the necessity for ongoing research to address emerging challenges and opportunities in AI marketing. This research provides valuable insights for academics, practitioners, and policymakers, highlighting the critical role of AI in shaping the future of marketing in Asian countries.

Keywords: Artificial Intelligence, Marketing, Bibliometric, VOSviewer, Asia, Systematic reviews

Pages: 1798-1813