Influence of AI on marketing strategies for university libraries

This study investigates the impact of Artificial Intelligence (AI) applications, Personalized Recommendations, Predictive Analytics, Chatbots and Virtual Assistants, Natural Language Processing (NLP), and Image Recognition, on supporting marketing strategies in university libraries. Using a quantitative approach, primary data were collected through a self-administered questionnaire completed by 121 directors and department heads from governmental, private, special law, regional universities, and university colleges. The data were analyzed using SPSS. Findings support the hypothesis that AI enhances marketing strategies for digital libraries, with Image Recognition showing the highest influence among the studied variables. All AI applications contributed to improving user engagement and service delivery, demonstrating the transformative potential of advanced technologies in library operations. Specifically, Image Recognition facilitates content search through visual identification and categorization, leading to increased user interest and satisfaction. The study recommends further integration of AI features, such as voice recognition, sentiment analysis, and predictive analytics in chatbots, to provide more personalized and proactive support. These insights highlight the critical role of AI in optimizing marketing strategies and advancing digital library services.