Impact of Artificial Intelligence (AI) in Firm Performance: Case Study on E-Commerce Companies in Vietnam

This research employs the impact of Marketing Artificial Intelligence (AI) on the long-term financial performance of Vietnam’s e-commerce companies, explore the mediating roles of customer engagement, satisfaction, loyalty, and data-driven decision-making, and examine their direct effects on sustainable financial performance. The data was collected via online surveys from February to May 2025 from these companies. Structural Equation Modeling (SEM-PLS) was employed to analyze relationships between Marketing AI, mediating factors, and financial performance. The research results indicate that Marketing AI significantly enhances customer engagement, data-driven decision-making, satisfaction, and loyalty, indirectly supporting sustainable financial performance. Customer satisfaction directly improves financial outcomes, while engagement, loyalty, and data-driven decision-making lack direct impacts. In conclusion, integrating AI-driven personalization with customer-centric strategies is crucial for competitive advantage and sustainable growth. The study recommends that Vietnamese e-commerce businesses prioritize personalized marketing and quality service to boost customer satisfaction, thereby optimizing financial performance. This research enriches understanding of AI’s role in e-commerce and provides practical insights for industry practitioners.