A Bibliometric and Systematic Review of Generative and Emotionally Intelligent AI in B2B Startup Sales within Emerging Markets

Abstract

Artificial Intelligence (AI) integration influences Business-to-Business (B2B) sales strategies by providing startups with operational scalability. However, dependence on automated generative systems can decrease client responsiveness and introduce data privacy and trust vulnerabilities. This interaction gap highlights the urgency of considering Emotionally Intelligent AI (EIAI) as a potential balancing mechanism. This study aims to map intellectual dynamics, identify research gaps, and synthesize literature on integrating Generative AI (GenAI) and EIAI in startup sales strategies within emerging markets, emphasizing system security and trust. A bibliometric analysis and Systematic Literature Review (SLR) using the PRISMA 2020 protocol extracted 60 documents from Scopus (2020–2026). Spatial topology analysis identifies three literature clusters: (1) Generative Technology & Operational Scalability, (2) Affective & Human Interaction, and (3) Macro Business Ecosystem. The findings indicate that current B2B operational efficiency research operates independently from emotional intelligence and security studies. Consequently, this paper proposes the "Living Ecosystem" CRM framework, synergizing EIAI as the analytical receptor and GenAI as the articulative response, supported by secure algorithms. This framework is designed to mitigate relational aversion, ensure data privacy, and maintain trust in high-context business cultures.