Artificial Intelligence and Over the Top Platforms: Identifying Trends, Themes from Bibliometric Analysis

Abstract

In this digital age of artificial intelligence and over-the-top (OTT) platforms, marketing and business innovation management entail employing technology to identify new methods to expand and engage customers. The application of artificial intelligence is becoming increasingly widespread in this sector of the rapidly growing industry Over-the-Top. Using R studio and data collected from Scopus database in the form of .csv file, the purpose of this study is to find how OTT and Current AI research has evolved over time. The primary objective of this investigation was to identify fruitful subfields of research that need further investigation. In order to conduct out a bibliometric analysis regarding AI and OTT, the "biblioshiny" package is used, in R studio software. It incorporates the study and analysis carried out for each specific research article that was published between the years 1999 and 2023. Information on the year of publication, authorship, journal title and source, country of origin, article kind, keywords, and language were all compiled for the aim of conducting an analysis. This article presents a thorough assessment of past studies on artificial intelligence and over-the-top (OTT) platforms, and it underlines the need for more research on the topic's consequences for ethics and society. This study aims to consolidate and evaluate the academic research that has already been done on artificial intelligence and over-the-top (OTT) services to set a sound agenda for further research. The emergence of OTT platforms and the increasing integration of artificial intelligence (AI) into these platforms has resulted in a growing corpus of study. A bibliometric study and literature on AI and OTT platforms uncover trends and topics in this subject. Over the past 10 years, the number of publications has steadily grown. This article provides a comprehensive summary of studies on artificial intelligence and OTT platforms, emphasizing the need for more studies on the topic's ethical and social implications. Trend toward the spread of OTT TV services obscures the major disparities that exist at the national level in both growth patterns and commercial efforts. Nonetheless, these variances do exist. The main goal of this study is to identify potentially fruitful research areas that need more examination