THE IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE APPLICATIONS ON DIGITAL MARKETING DECISIONS IN SAUDI INSTITUTIONS

Abstract

This study aimed to investigate the impact of generative artificial intelligence (GI) applications on digital marketing decisions within Saudi organizations. The study employed a quantitative approach, utilizing an online questionnaire administered to a sample of 120 digital marketing professionals. The results revealed a high level of generative AI usage among employees (M = 4.03) with a relative weight of 80.6%. Furthermore, the results indicated a high level of marketing decision-making across all dimensions, with content management exhibiting the highest average (M = 4.20). Correlation analysis revealed strong and statistically significant relationships between generative AI and all dimensions of marketing decisions, with performance evaluation showing the strongest correlation (r = 0.88). Linear regression analysis demonstrated that generative AI explains 57% of the variance in marketing decisions (R² = 0.57), demonstrating a statistically significant effect between generative AI techniques and all dimensions of digital marketing decisions, with content management exhibiting the strongest effect (β = 0.69). The study concluded that generative intelligence is a pivotal element in enhancing the quality of marketing decisions and supports the ability of Saudi institutions to enhance planning, improve content, and evaluate performance, thereby enhancing their competitive efficiency.