Chapter 1: Unlocking the Power of Artificial Intelligence for Customer Engagement: A Bibliometric Analysis

Marketers are increasingly focussed on artificial intelligence (AI) as a disruptive technology with transformative potential for current and future marketing strategies. The purpose of this study is to conduct a comprehensive bibliometric analysis of the present research landscape in artificial intelligence for customer engagement in the context of online purchasing. To attain the goal of the study, researchers referred to the Scopus database up to 30 November 2023, using ‘artificial intelligence’, ‘online shopping’, and ‘customer engagement’ search terms. A total of 621 records in the English language were considered appropriate for bibliometric analysis. Microsoft Excel, Scopus Analytics, R Studio, and Vos Viewer software were used to synthesize data on the basis of publication year, origin, authors, keywords, citations, etc. The findings of the research showed the diverse and impactful role of artificial intelligence in fostering customer engagement. Bibliometric analysis of previous voluminous research highlights the significance of artificial intelligence for customers in terms of personalized experiences, recommendation systems, advanced analytics, and adaptive learning models, all of which boost the overall competitiveness of businesses in today's digital landscape. This bibliometric analysis can contribute to the existing knowledge base by identifying trends, gaps, and emerging themes within the realm of AI in customer engagement. It helps organizations assess the effectiveness of AI technologies for customer interaction and guides their strategic adoption for improved engagement.