The Effect of Artificial Intelligence and Responsive Market Orientation on Digital Marketing Performance of SMEs

The aim of this study is to examine the relationships between AI and digital marketing performance of SMEs, as well as between responsive market orientation and digital marketing performance of SMEs in the United Arab Emirates (UAE). Quantitative methodology was applied to test the hypothesized relationships. Questionnaire was used to collect data from a sample of executive managers, sales managers, and general manager of SMEs in Dubai, Abu Dhabi, and Al-Sharjah. Simple random sampling technique was applied in the survey procedure. SPSS was utilized to conduct data analysis in this study. The results showed that AI and responsive market performance have significant effects on digital marketing performance of SMEs. The outcome of this paper provides novel evidence on the substantial role of AI and responsive market orientation in fostering the performance of SMEs in the UAE market. Therefore, SMEs and policymakers in the ministry of trade of UAE should consider the findings of this paper in developing better marketing to be in better competitive position. Moreover, utilizing AI tools for personalized marketing campaigns and data analysis, businesses can better understand consumer behavior and tailor their strategies accordingly. AI will support proactive marketing approach which contribute in increasing sales and revenue, ultimately leading to long-term success in the digital marketplace.