Artificial intelligence technologies and it's applications in digital marketing

Abstract

Purpose: This research paper aims to highlight the importance of using artificial intelligence (AI) technologies in digital marketing for economic institutions, as it plays a crucial role in achieving competitive advantage and helping the customer experience a smooth and efficient consumer journey. In our study, we adopted a descriptive-analytical method by identifying various study terms from primary and secondary sources and then analyzing them. Results. We chose to reference the international company Ooredoo, as it demonstrated significant marketing performance during the FIFA World Cup Qatar 2022. We concluded that achieving customer satisfaction and understanding their purchasing trends requires keeping pace with modern technological developments in the field of digital marketing, as it serves as a bridge between the two. Scientific novelty: The Scientific novelty aspect of the research is that it addressed two variables that are characterized by modernity in the field of business administration, which are electronic marketing and the uses of artificial intelligence. Practical value. The Practical value of the research is to link the uses of artificial intelligence to marketing policies and to know the extent of their impact in terms of value, quality and speed.