The Impact of Artificial Intelligence Dimensions on Digital Marketing Outcomes: Perspectives of Marketing Managers in Jordanian Manufacturing Companies

This study examines the impact of artificial intelligence (AI) dimensions (data analysis and insights, predictive analytics, marketing automation, content creation, and ad targeting) on digital marketing outcomes (targeting and segmentation, personalization and customer experience, customer service and chatbots) from the perspective of marketing managers in Jordanian manufacturing companies.A quantitative methodology was employed, using a questionnaire to collect data from 333 marketing managers.The findings confirm that AI dimensions have a significant positive influence on digital marketing outcomes, with content creation being the most influential dimension.The study contributes to the understanding of how AI can enhance digital marketing strategies and provides practical insights for marketing managers.The authors recommend increasing employees' awareness and comprehension of AI in marketing and prioritizing the use of natural language processing techniques in content creation.Current study may have a role in increasing awareness of organizations regarding the positive influence of AI in the marketing industry, which my lead to more creative and innovative usage of AI in digital marketing.