The Impact of AI Adoption on Digital Marketing Capabilities: An Empirical Study in the Service Sector of El Oued

Abstract

This study examines the relationship between the adoption of artificial intelligence (AI) and the development of digital marketing capabilities within the service sector of El Oued. Employing a quantitative methodology, we conducted a survey of service-oriented businesses in the region. The collected data were analyzed using SPSS 29 and Smart PLS 4 to assess the correlation between AI integration and enhanced digital marketing capabilities. Our empirical findings indicate a statistically significant and positive association between AI adoption and digital marketing capabilities. This suggests that the integration of AI technologies within service businesses in El Oued significantly contributes to the improvement of their digital marketing capabilities. Further research is recommended to explore the potential impact of enhanced digital marketing capabilities on firm performance in this context. Future investigations should also incorporate a broader range of variables to gain a more comprehensive understanding of how AI adoption influences various facets of business operations in the service sector.