This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer-reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.

中文翻译：

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人工智能对客户参与度和广告参与度的影响：回顾和未来研究议程

这项研究通过文献计量分析，旨在提供更多关于过去 30 年来人工智能在客户参与度和广告参与度方面的演变和影响的知识。文章是通过使用关键字组合（人工智能、客户参与、广告参与、营销、机器学习等）从三个数据库收集的。然后应用一组纳入/排除标准来获得最终样本。最终样本由 190 篇同行评审文章组成。进行了三个单独的分析来测试样品。绩效分析确定了文章的出版年份、每个国家的贡献以及相关期刊的绩效/产出。一次数据分析创建了10个聚类；这些都经过深入研究，并对相关科学成果的演变提供了解释。该研究的结果为迄今为止进行的研究提供了广阔的视角，并确定了可能的研究差距。这项研究通过文献计量分析，弥合了 1991 年至 2022 年人工智能对客户和广告参与的影响研究中的空白，为营销领域做出了贡献。它为学者和研究人员的未来研究提供了思路。