The Effect of Using Artificial Intelligence Technologies in Electronic Stores on Brand Equity (Arabic)

The study examines the impact of Artificial Intelligence (AI) techniques (e.g., chatbots, targeting ads, data analysis, marketing automation, etc.) on an online store’s brand equity, which includes components of brand awareness, brand image, brand association, perceived quality of the brand, and brand loyalty. The research employed a survey method via questionnaire, which relied on an intentional sample of four hundred respondents. Research data was collected from March 11, 2024 through March 25, 2024. The study identified a significant impact of AI techniques on multiple dimensions of brand equity. It revealed significant impact of AI techniques on a user’s perceptions of the brand and relative weight of the brand. The hypothesis, which is there are statistically significant differences between the demographic characteristics of the respondents and their trends towards using AI technologies in electronic stores, was partially proven correct.