Enhancing digital marketing performance through usage intention of AI-powered websites

Abstract

<p><span>Digital and wireless technology are a crucial part of today’s modern life. Artificial intelligence (AI) uses different technologies and systems for speech recognition, visual perception and decision making to mimic human functions. This study explores the impact of AI on website interactivity and the ease of use for enhancing digital marketing performance. The methodology used is qualitative with structured interviews, using three artificial intelligence-powered websites (Amazon, Alibaba, and Uber) as reference. The participants' structured interview responses were grouped into different thematic heading for coding and were subsequently analyzed by NVivo. The result found that artificial intelligence empowered websites were interactive, participants don’t feel safe and secure, easy to use, and tend to boost digital marketing performances. This study implies that more digital marketing companies should consider integrating artificial intelligence capabilities in their business operations. More security features should be embedded to help customers calm the fears of web insecurities.</span></p>

The young tourist's co-creation nexus: market mavens and existential authenticity as driving forces of intentions to revisit and recommend

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Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

“…These authors examined how technical communication businesses reach the final consumer by using websites and search engines as intermediaries. Their results showed that this strategy was among the most helpful for directing people to companies' websites and, also, that the better the website, the better the feedback the company received (Killoran, 2009; Suleiman et al, 2021).…”

Assessing the Moderating Role of Customer Orientation on the Impact of Business Intelligence Tools on Digital Marketing Strategy Optimization

“…Indeed, the Artificial Intelligence (AI) platform is just that kind of technology forming the key enabler toward change with regard to practices within the digital marketing environments, for purposes like seeking more insight into customer behavior and preference (Mogaji et al, 2020). Having highlighted that fact, it is also a fact that AI will improve the performance of digital marketing for businesses but improve user engagements on their websites through secure and interactive systems (Suleiman et al, 2021). The use of digital marketing tools may also further enable the AI to tweak strategies by the companies to adapt to a change in consumer behavior by which improvement in the outcomes for marketing is realized (Zaman, 2022;Febriani et al, 2022).…”

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