THE INFLUENCE OF ARTIFICIAL INTELLIGENCE ON MARKETING ACTIVITIES OF BUSINESSES IN THE MARKETING - COMMUNICATION - EVENTS INDUSTRY IN HO CHI MINH CITY

Abstract This study aims to analyze the impact of artificial intelligence (AI) applications on the marketing activities of businesses in the Marketing – Communication – Events industry in Ho Chi Minh City, with customer experience (CUSE) serving as a mediating variable. Specifically, the research examines the influence of five AI-driven technological factors—Natural Language Processing (NACP), Machine Learning (MAL), Auto-Generated Content (AUGC), Trend Analysis and Prediction (TRAP), and Content Personalization (COP)—on customer experience, and evaluates the subsequent impact of customer experience on the marketing performance of businesses (MARAB). Data were collected from 194 valid survey responses across 100 companies operating in the Marketing – Communication – Events industry in Ho Chi Minh City. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed using SmartPLS 3.0 software to test the relationships proposed in the research model. The results indicate that all five AI-related factors (NACP, MAL, AUGC, TRAP, and COP) have positive and statistically significant effects on customer experience. Furthermore, customer experience was found to have a significant positive impact on the marketing activities of businesses. Based on these findings, the study proposes several important managerial implications: businesses in the Marketing – Communication – Events industry in Ho Chi Minh City.