The Role of Artificial Intelligence In Enhancing Online Marketing Strategies: A Review of Applications And Impact On Palestinian Companies

Abstract

This research focuses on the disruptive nature of artificial intelligence (AI) to influence online marketing approaches, especially that of Palestinian firms. The study revises the current trends and empirical reports to showcase the way that AI tools, like chatbots, recommendation engines, and predictive analytics, are being used to enhance customer interactions, personalization and informed strategic decision-making. The theoretical frameworks used in the analysis involve Unified Theory of Acceptance and Use of Technology (UTAUT) among other issues that contribute to the adoption of AI. It also cites the weaknesses peculiar to emerging markets, including poor digital infrastructure and shortage of data. Contextual limitations notwithstanding, the results indicate that AI, when used properly, could be used to boost marketing performance and consumer loyalty. In this paper, the author makes a contribution to the literature by filling a gap in existing knowledge on the subject by connecting the worldwide literature on AI marketing to regional findings of developing economies.