The role of artificial intelligence adoption in developing e-marketing strategies and increasing return on investment

This study investigates the role of artificial intelligence (AI) adoption in developing e-marketing strategies and enhancing return on investment (ROI) in Jordanian businesses. By analyzing responses from 300 business professionals, the study applies structural equation modeling to test eight hypotheses examining both direct and indirect relationships among AI adoption, e-marketing strategy development, customer engagement, and ROI. The results reveal that AI adoption significantly influences the development of e-marketing strategies and enhances customer engagement, which in turn directly contributes to improved ROI. Furthermore, customer engagement was found to play a mediating role between AI adoption and ROI, as well as between e-marketing strategies and ROI. These findings underscore the importance of leveraging AI not only to optimize marketing strategies but also to foster deeper customer interactions that drive financial performance. The study provides valuable insights for business leaders seeking to implement AI technologies effectively in their digital marketing efforts to maximize business outcomes.