The Artificial Intelligence Application and Its Influence on the Marketing Innovation: Mediation of The Marketing knowledge Management An applied study on The Egyptian Public Commercial Banks

Emad   Abdelaziz Elnaggar; Amira   Ibrahim abdelrahman; Mona   Ahmed Abdelwahab Arab; Hany  Abdelmonem Mohamed Khalifa; Munif  Naif Alotaibi; Abrar  Alhomaid; Rehab  Adel Mohamed Eleraki; Salwa  Zaghloul Abdel Aziz

doi:10.48161/qaj.v5n1a1627

Authors

Emad Abdelaziz Elnaggar Delta Higher Institute for Management and Accounting Information Systems, Egypt & College of Business Administration, Afif - Shaqra University, Afifi 17511, Saudi Arabia;
Amira Ibrahim abdelrahman Business Management, Higher Institute of Commercial Sciences, El-mahala 31951, Egypt;
Mona Ahmed Abdelwahab Arab Department of Management, Faculty of Managerial Sciences, Sadat Academy for Management Sciences, Maadi 11728, Cairo, Egypt;
Hany Abdelmonem Mohamed Khalifa Business Administration Department, College of Science & Humanities, Al- Dawadmi- Shaqra University, Al-Dawadmi 11911, Saudi Arabia;
Munif Naif Alotaibi College of Business Administration, Shaqra University, Shaqra 15552, Kingdom of Saudi Arabia;
Abrar Alhomaid Department of Business Administration, College of Business and Economics, Qassim University, P.O.Box 6640, Buraidah 51452, Saudi Arabia;
Rehab Adel Mohamed Eleraki Delta Higher Institute for Management and Accounting Information Systems, Mansoura 35511, Egypt, & Buraydah colleges, Buraydah 51452, Saudi Arabia;
Salwa Zaghloul Abdel Aziz Business Administration, Faculty of Business Administration and International Practices, Al Hayah University, New Cairo 11835, Egypt.

DOI:

https://doi.org/10.48161/qaj.v5n1a1627

Abstract

The immense artificial intelligence (AI) applications have effectively developed knowledge management and innovation processes in the marketing field, as institutions seek to benefit from AI applications to enhance marketing strategies and innovate solutions more effectively. This study aims to show the existence of an impact of marketing knowledge management (MKM) as a mediating variable in the relationship between AI applications and marketing innovation (MI) in banking institutions. The study discussed the presentation of AI applications through the dimensions of the technology acceptance model (TAM) for Egyptian public commercial banks employees as the study population. A sample of 162 employees responded to this study, and the study concluded that the implementation of AI technologies enhances the efficiency and effectiveness of MKM practices within these banking institutions. Potentially improving the processes of gathering, processing, and utilizing marketing information. While the implementation of AI applications does not directly enhance MI, there must be an intermediary role for MKM.

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