The Role of Artificial Intelligence in Data-Driven Marketing: Enhancing Marketing Efficiency, Customer Engagement, and Business Performance in SMEs

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AI adoption improves overall business performance in small and medium-sized enterprises, enhancing marketing effectiveness and customer engagement.
The study found that companies utilizing AI marketing practices reported better customer engagement and marketing outcomes, with regression analyses supporting these findings.
Employing a mixed-methods design, the research incorporated both quantitative surveys and qualitative interviews to derive insights from marketing professionals.
Significant implications for resource-limited SMEs emerged, as the findings highlighted practical models for AI integration amid financial concerns.

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This analysis reveals AI enhances customer engagement and business performance in SMEs, implying significant benefits.

Abdelrehim Awad (2025) studied this question.

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