The impact of artificial intelligence and automation in marketing campaigns

In recent decades, the rapid evolution of digital technologies has profoundly changed the way companies approach marketing strategies. Against this backdrop, artificial intelligence (AI) and automation have become essential elements to increase the efficiency and personalization of marketing campaigns. This paper aims to analyze the impact that AI and automation have on marketing campaigns, highlighting both the benefits and challenges associated with integrating these technologies in practice. In this context, for this study, we analyzed the literature on the use of AI and automation in marketing campaigns. Using the VOSviewer software, we built a bibliometric map based on data extracted from the Web of Science, which allowed us to identify the main research directions, the most frequently used concepts and the connections between them. Through this synthesis of recent research, we identified the main trends and technologies that influence the way companies optimize their marketing strategies. The aim of this research is to highlight the impact of automation and AI on campaign effectiveness, message personalization and consumer experience. This approach provides a clear insight into how AI is transforming the field of marketing, highlighting both the benefits and challenges associated with implementing these technologies in practice.