International Review of Management and Marketing
Mapping a Decade of AI-Generated Content in Digital Marketing: A Bibliometric Analysis (2016-2025)
Artificial-intelligence-generated content (AIGC), the autonomous production of text, images, audio and video by generative models, has rapidly become a central concern for digital-marketing scholarship and practice. This study maps the intellectual structure and evolution of research at the AIGC–digital-marketing intersection. Following PRISMA guidelines, 1400 Scopus-indexed articles and reviews published between 2016 and 2025 were retrieved and analysed in Bibliometrix and VOSviewer, combining performance analysis …