The objective of this study is to examine the role of artificial intelligence (AI) enabled digitalization strategies to promote digital marketing innovation and sustainable financial performance. A survey was conducted to collect data from financial institutions working in United Arab Emirates (UAE). Simple random sampling was used to collect data from financial institutions. Two hundred and forty-eight (248) responses were received, and data analysis was carried out by using Partial Least Square (PLS). Results of the study revealed the positive contribution of AI enabled digitalization strategies in the promotion of digital marketing innovation and sustainable financial performance. AI enabled digitalization strategies causes to enhance metaverse technology implementation leading to higher sustainability in financial performance. However, business sustainability barriers have negative influence on financial performance. The findings of this research can be helpful for financial organizations, who are trying to improve the long-term sustainability of the organization via the use of digital technology. Digitalization has a significant impact on the ability of an organization to create new products and services and the effectiveness of the operations of the organization. Therefore, trend towards digital innovation as a critical driver of organizational success shows that banks and other financial institutions must develop a culture that fosters creativity, innovation and support for their organizations. In addition, this study contributes to Sustainable Development Goal (SDG) 12 by highlighting how AI-enabled digitalization strategies and metaverse technologies can promote more efficient and responsible business operations in financial institutions.
Aljumah et al. (Mon,) studied this question.