Abstract
This research explores the opportunities and challenges of artificial intelligence (AI) to improve technologies used in digital marketing. It aims to understand the impact of AI tools on digital marketing performance in Jordan. For this reason, we revised the literature published in previous empirical studies in Jordan. Those studies focused on local marketing agencies; Xotox Branding Agency, Bidaya Marketing Communications, FOCUS Marketing & Advertising and Brandsberry, that uses AI tools to improve their digital marketing capabilities. This returned several key areas: customer acceptance, ROI, and data security, which identified the main problems preventing businesses from getting the most out of their AI investments. Additionally, it provided some solutions and best practices for companies to consider when adapting AI technologies for digital marketing strategies. Furthermore, this research has yielded important insights into the potential for AI to revolutionise digital marketing in terms of automation, optimisation, personalisation, and cost and time savings within the Jordanian market.
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Bataineh, A.Q., Qasim, D. (2023). Artificial Intelligence and Digital Marketing in Jordan: Opportunities and Challenges. In: Yaseen, S.G. (eds) Cutting-Edge Business Technologies in the Big Data Era. SICB 2023. Studies in Big Data, vol 136. Springer, Cham. https://doi.org/10.1007/978-3-031-42455-7_26
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DOI: https://doi.org/10.1007/978-3-031-42455-7_26
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