Does cultural economics affect country’s competitiveness?

Abstract

This research aims to examine the impact of artificial intelligence (AI) on the effectiveness of e-marketing strategies in Saudi telecommunications companies, given the rapid digital transformation in the business sector. The study employed a descriptive-analytical approach, and the sample comprised 64 participants working in digital marketing. An online questionnaire was used to measure the level of AI adoption, its impact on marketing strategies, its relationship to after-sales services, marketing performance, and infrastructure, and the risks associated with using these technologies. The results showed a high level of AI impact, with these technologies effectively contributing to improved digital marketing strategies through big data analysis and content personalization. The findings also indicated that AI contributes to the development of after-sales services and enhances customer satisfaction and loyalty. However, the study revealed challenges with infrastructure and a shortage of skilled personnel, as well as risks to data protection and privacy. The study recommends enhancing specialized employee training, investing in technological infrastructure, and developing effective information security policies. It also suggests conducting future studies addressing the ethical dimensions of artificial intelligence technologies.

Keyword : Artificial intelligence, digital marketing, marketing strategies, big dat