The Reality of Using Artificial Intelligence Applications in Developing E-Marketing in the Kingdom of Saudi Arabia

Abstract

The current study aimed at identifying the reality of using artificial intelligence applications in developing E-marketing in the Kingdom of Saudi Arabia. The study used the descriptive approach, and a questionnaire was prepared to measure the reality of using artificial intelligence. It was administered to a sample of (202) in dairy companies (Almarai, Nadec, Saudi Arabia, Al Safi). They were selected in a stratified random way. The study concluded that the reality of using artificial intelligence was achieved to a high degree in the E-marketing of the website; obtaining 80.1%, the pivot of encouraging senior management to use artificial intelligence in E-marketing obtained 82%, the pivot of social communication obtained 81.5%, the pivot of providing an information system obtained 80.7%, and after-sales service pivot obtained 80.0%. The current study recommended the need to enhance the role of artificial intelligence to improve marketing decisions and increase productivity, encourage scientific research and establish a department for using artificial intelligence to activate E-marketing in companies and make use of artificial intelligence applications in marketing services to improve service within the framework of the global trend.