Effect of Artificial Intelligence on Customer Relationship Marketing in Saudi Context

Abstract

The study aimed to measure effect of artificial intelligence and customer relationship marketing in the Saudi companies listed in the stock market. The study used the quantitative approach. The study population consists of all Saudi companies listed in the Saudi stock market that use artificial intelligence in marketing communication. The fifty companies in seven key sectors are the population consisting of aviation services, food retail, health care, banks and communications, health insurance, and education. The number of customers in these companies reached millions because they provide shopping goods. The unit of analysis was employees in the communication, marketing, public relations, and AI departments estimated 252 people. The questionnaire is the primary tool for data collection. The statistical program AMOS was used. The study concludes that AI in marketing communication activities and customer relationship marketing is highly applicable in Saudi companies. The study found a statistically significant positive impact of AI in marketing communication activities on customer relationship marketing in such companies. In the end, the study presents a set of recommendations that encourage AI in marketing applications, especially in customer relationship marketing