The impact of AI-supported marketing capabilities and analytics on SMEs' customer agility and marketing performance

This research examines the impact of marketing analytics and artificial intelligence applications on customer agility and marketing performance in businesses that adopt e-commerce. In this quantitative study, data were collected through a questionnaire. Data collected from 227 managers online were analyzed using the Smart PLS method. The study concluded that marketing analytics and AI-supported marketing capabilities affect customer agility and marketing performance. It is also concluded that customer agility has an impact on marketing performance. In addition, the results show that customer agility is a mediator of the effects of AI-supported marketing capabilities and analytics on marketing performance. It offers concrete suggestions for businesses, facilitating decision-making processes, and demonstrates how digital marketing strategies can be employed more effectively. The study also makes an academic contribution by analyzing the relationship between digital transformation and marketing capabilities, thus guiding future research.