The effect of artificial intelligence on organizational performance with the mediating role of marketing activities

Ensieh Faegh¹ Mahmoud Ahmadi sharif²

1) Islamic Azad University of
2) Islamic Azad University of

IOI Code : XKZA-KGEAB
Publication : 2nd International Conference on Business Development(icbdconf.ir/2nd)
Abstract :
    Artificial intelligence has gained momentum in several fields over the past few years, and has placed a lot of focus on marketing capabilities. Recently, it has become very important for companies to know and understand the needs of customers and their expectations in terms of products and services. With the help of artificial intelligence, marketers can process huge amounts of data, make individual sales and meet customer expectations. In addition, the insight they gain about the customer and their needs in a shorter time frame helps them increase campaign performance and ROI quickly. structuring their artificial intelligence for marketing does not exist. As a result, in this study, we examine the impact of artificial intelligence on marketing capabilities and, in turn, on organizational performance.

Keywords : artificial intelligence organizational performance marketing