The Impact of Artificial Intelligence Applications on the Digital Marketing Development on the Telecommunications Companies in Jordan

Abstract

This research mainly aims to analyze the main effect of the Artificial Intelligence applications; neural networks, expert systems and evolutionary computation, on digital marketing development. Specifically, the aim is to evaluate the new artificial intelligence applications in Jordan, especially those which can affect digital marketing development. Besides, the researcher designed questionnaires which were given on the basis of a technique of simple sampling. Moreover, they were applied on the Jordanian telecommunications companies. A number of 375 questionnaires were distributed. Furthermore, a number of 320 samples were gathered. The result was 85% response rate concerning all the respondents’ responses. The researcher relied on reliability test, descriptive analysis, and multiple regression tests, which were applied to achieve the objectives of this research. Furthermore, this study’s results reflected a positive effect of Artificial Intelligence applications; namely, expert systems, evolutionary computation as well as neural networks, on digital marketing development. However, Jordanian employees are concerned with Artificial Intelligence applications; expert systems, evolutionary computation as well as neural networks, on the basis of their perception’s analysis. Such applications can develop the digital marketing in the Jordanian telecommunications companies. Finally, this study’s results make it clear that companies have to improve those applications to enhance digital marketing world.