The Impact of Artificial Intelligence on Digital Marketing and Consumer Behavior in Saudi Arabia
DOI:
https://doi.org/10.71335/098djf78Abstract
This study aimed to evaluate the impact of artificial intelligence on digital marketing and consumer behavior in Saudi Arabia, by exploring how technologies such as big data analytics and chatbots can be used to improve marketing strategies and increase customer satisfaction. The study was conducted on 100 Saudi companies, including large and small companies, in addition to 200 consumers who interact with these companies via digital channels. A descriptive analysis methodology was used, and a questionnaire consisting of 30 items was used on a sample of digital marketing employees in companies and consumers. It was found that large companies were more capable of adopting AI technologies due to the availability of financial resources and advanced digital infrastructure, which achieved progress and efficiency in marketing campaigns and increased customer satisfaction. It was also found that small companies face more challenges related to high costs and a lack of technical expertise, which limited their ability to fully benefit from these technologies. The study also focused on the importance of AI in enhancing the effectiveness of digital marketing strategies and increasing customer satisfaction, with an emphasis on the importance of providing smart technologies to companies of all sizes. The study also emphasizes the need to provide specialized training programs to enhance the skills of digital marketing workers, which contributes to improving company performance. It was recommended that small and medium-sized companies should be supported by providing affordable technical solutions and incentive funding to help them adopt AI effectively. It also emphasized the importance of enhancing investment in digital infrastructure and stimulating innovation in the fields of predictive analysis and smart robotics, which contributes to Improving customer experience and enhancing competitiveness in the Saudi market and globally.