The reality of using artificial intelligence in marketing " A survey of the opinions of marketing professionals sample "

Abstract

   This research aimed to build a more comprehensive understanding of artificial intelligence (AI), its implications, and its applications in marketing by analyzing a range of research and studies conducted in this field. It explored how AI technologies can be leveraged, starting from the fundamental principles of marketing, to achieve its goals and objectives. The research also highlighted contemporary AI tools and their applications, and the extent to which organizations adopt them in their marketing activities. Furthermore, it sought to understand the level of evaluation of some AI uses from the perspective of marketing professionals in the furniture trade. This was achieved through an online questionnaire distributed with the assistance of Cozy Corner, a furniture retailer in Dubai. The sample consisted of 42 marketing professionals.

The results showed that the respondents favored using AI in the areas of dynamic pricing, customer service and distribution channel management, content organization, and improving marketing communications. The study participants rated these areas highly, and the results of the hypothesis testing revealed significant differences in their assessments.