The scientometric analysis of the application of artificial intelligence in advertising.

Artificial intelligence has become one of the key tools for enhancing advertising strategies. By leveraging capabilities such as data analysis, machine learning, and natural language processing, AI enables transformative advancements in advertising and marketing processes. Exploring the role of AI in fostering advertising innovation, increasing audience engagement, and optimizing advertising strategies is of significant importance.The primary aim of this study is to map the knowledge structure of research on the application of AI in advertising using co-word analysis. To achieve this, 3,577 scientific articles published between 1994 and 2024 were retrieved from the Scopus database. The titles and abstracts of these articles were analyzed using VOSviewer software to generate a comprehensive map of the most frequent terms and key topics. The results revealed that the keyword “advertising” had the highest frequency, serving as a focal point for numerous studies in this field.The co-word analysis identified five main clusters: (1) prediction and optimization of advertising performance, (2) AI-driven content generation, (3) precise targeting and audience identification, (4) personalization of advertisements for enhanced engagement, and (5) the development of recommender systems to improve advertising efficiency. These clusters reflect the key trends in AI applications in advertising and marketing.This analysis provides a comprehensive and structured map of the existing knowledge on AI applications in advertising and serves as a reference for future research in this area. It also offers guidance for developing policies and strategies in the advertising industry.