The evolution of consumer trends and business performance through AI-Driven marketing: A performance perspective

Artificial Intelligence (AI) has transformed the marketing process, the interaction between consumers, the effectiveness, and performance of business. This paper has discussed the effects of AI applications on consumer attitude and business performance of various consumer based businesses in Jordan that include food, textiles, pharmaceuticals, chemicals, cosmetics, plastics, rubber, personal care and home care products. This research was going to cover a total of 1000 firms out of which a sample of 100 businesses were selected using convenience sampling. A structured questionnaire was sent to 384 respondents, and the data was analyzed with the aid of the Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings confirm high correlation in the efficiency of customer services, business processes, and business performance of AI applications. The paper is applicable to the academic community because it provides empirical evidence on how AI can be applied in the new markets and offers a feasible recommendation to the policy makers and business leaders. Future research should focus on the extent to which AI applications can be enhanced and the ways to diminish the obstacles to the implementation to render AI a prospect in the pattern of consumer behavior.