Title:
THE ROLE OF ARTIFICIAL INTELLIGENCE IN SUPPORTING STRATEGIC MARKETING DECISION-MAKING: AN APPLIED STUDY OF LOCAL COMPANIES IN IRAQ

Authors:
Dr. Kadhim Ghaffar Kadhim, Hussein Muslim Hadi, Kamal al-Din Jamil Joda and Kazim Hussein Hamza, Iraq

Abstract:
This study aims to analyze the role of artificial intelligence in supporting strategic marketing decision-making in local companies in Iraq, through a case study of Al-Ittihad Company in Babylon Governorate. The study adopted a descriptive-analytical approach using quantitative methods. Data were collected from a sample of 200 employees of the company using a questionnaire designed based on previous literature. Data were analyzed using SPSS and SmartPLS software, and the research model was tested through regression analysis and structural equation modeling (SEM). The results showed a significant positive effect of artificial intelligence on the quality of marketing decisions, as well as a direct and indirect effect on marketing performance through decision quality as a mediating variable. The results also indicated that the use of AI technologies contributes to improving decision accuracy, increasing the efficiency of marketing operations, and enhancing the competitiveness of companies. The study recommends adopting advanced strategies for AI implementation, developing digital infrastructure, and enhancing human resource skills in this field.