The role of artificial intelligence adoption in developing e-marketing strategies

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This study investigates the role of artificial intelligence (AI) adoption in developing e-marketing
strategies and enhancing return on investment (ROI) in Jordanian businesses. By analyzing
responses from 300 business professionals, the study applies structural equation modeling to test
eight hypotheses examining both direct and indirect relationships among AI adoption, e-marketing
strategy development, customer engagement, and ROI. The results reveal that AI adoption
significantly influences the development of e-marketing strategies and enhances customer
engagement, which in turn directly contributes to improved ROI. Furthermore, customer
engagement was found to play a mediating role between AI adoption and ROI, as well as between
e-marketing strategies and ROI. These findings underscore the importance of leveraging AI not
only to optimize marketing strategies but also to foster deeper customer interactions that drive
financial performance. The study provides valuable insights for business leaders seeking to
implement AI technologies effectively in their digital marketing efforts to maximize business
outcomes.