TRACING AI-BASED DATA ANALYTICS FOR DECISION-MAKING WITH APPLICATIONS FOR CORPORATE COMMUNICATION: A BIBLIOMETRIC ANALYSIS

Abstract

This study investigates the application of artificial intelligence (AI) in data analysis to support strategic decision-making, with a particular focus on its application on corporate communication. Through a bibliometric analysis of 265 publications indexed in the Web of Science from 2005 to 2025, the research maps the intellectual structure, emerging trends, and influential contributions within this field. The findings reveal two distinct areas of scholarly interest: one centered on the technical foundations such as machine learning and deep learning, and another emphasizing explainable AI (XAI), ethics, trust, and transparency. An additional trend marks the transition toward human-centric AI systems aligned with the principles of Industry 5.0. This paper concludes by discussing the theoretical and practical implications for AI integration into strategic corporate processes, particularly in corporate communication decision-making processes, while identifying future research directions at the junction of technical advancement, interpretability, and prediction for decision-making in corporate communication.