Using Artificial Intelligence Tools in Digital Marketing: A Survey Study of a Number of Private Sector Banks in Iraq

Abstract

This research aims to explore the role of artificial intelligence (AI) in digital marketing. A questionnaire was developed to confirm the relationship between the research variables. Using a sampling methodology, 384 questionnaires were distributed to private sector banks in Nineveh Governorate, and the data were analyzed using SPSS version 24. The research results revealed a knowledge gap regarding the nature of the relationship between AI and digital marketing, and confirmed a statistical relationship between the research variables. Therefore, the banks included in the study need to enhance the role of AI in digital marketing. This research is the first of its kind to integrate current variables (AI and digital marketing) into a single hypothetical model for Iraqi private sector banks. The research findings can be utilized to implement AI in digital marketing, increasing banks' opportunities to achieve their goals and objectives. Consequently, private banks should organize training courses for their departments and participate in training courses with other banks.

Keywords: Artificial intelligence; Digital marketing; Attraction; Engagement; Learning; Retention; Communication.