The Evolution of Artificial Intelligence in Digital Consumer Behaviour: A Bibliometric and Science Mapping Study (2006–2026)

Abstract

The fast growth of artificial intelligence has changed the relationship between buyers and online stores. A study of research papers from 2006 to 2026 using bibliometrics shows an interesting trend. This research analyses 395 articles from the Scopus database, which are organised in Microsoft Excel, the Bibliometrix tool incorporated in RStudio (Biblioshiny), and the bibliometric software VOSviewer. The results suggest a significant increase in scholarly production since 2019.This research also conducted a systematic mapping of the intellectual landscape of Artificial Intelligence in Consumer Behaviour, thereby identifying influential contributions, key publications, and main contributing countries. Thematic mapping was employed to analyse keyword cooccurrence and conceptual structure, resulting in the identification of six clusters. The literature has revealed a transitional shift in themes, specifically from the adoption of technology to the experiential framework. This includes personalisation, consumer trust, and customer engagement. Academics and practitioners both can benefit from the insights provided by these results.