A multidimensional model of the role of artificial intelligence in marketing: evidence from the Middle Eastern context

Abstract

A comprehensive framework that incorporates several dimensions of AI, such as personalisation, CRM, customer experience, and loyalty, is lacking in current studies. This study investigates and ascertains the dimensionality of suggested items to measure the AI constructs. This study is quantitative in nature, employs deductive research methodology, and follows the positivist paradigm. The study targets graduates with a marketing degree in the Middle East region. Utilising 48 items, the study gathered data from 134 responses and carried out the exploratory factor analysis (EFA) process. Five AI-related marketing dimensions with 37 items were identified by the EFA, accounting for 66.7% of the study's total variance. These dimensions are AI in marketing management, AI-driven personalisation, AI in CRM, AI and customer experience (CX), and AI and customer loyalty. The study offers specific insights into how AI may be successfully implemented into marketing plans in a field undergoing a rapid digital shift.

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