This research uses bibliometric and content analysis of the body of literature to examine how AI-driven marketing affects competitive advantage. Using information from the Scopus database, the study pinpoints important publications, renowned writers, and significant trends that explore the nexus between marketing tactics and artificial intelligence. This study uses a thorough and methodical examination of the scientific production of papers on AI-integrated marketing published in Scopus between 2002 and 2024 to conduct a bibliometric analysis of the literature on family firms to highlight research trends and assist researchers in their work. The study shows the inclination of AI technologies like machine learning and predictive analytics to influence marketing strategies by mapping co-citations, keywords, and thematic patterns. This text analysis helps to focus on identifying core topics about Artificial Intelligence (AI) in facilitating customer targeting, efficiency in operations and product customization. The bibliometric analysis indicated the dominating research fields. The analysis is carried out using R and VOS viewer software.