he Impact of Artificial Intelligence in Marketing on the Performance of Entrepreneurial Enterprises: Evidence from SMEs in an Emerging Economy

Background:This research paper investigates the impact of AI in the marketing of entrepreneurial small and medium-sized Iraqi companies,with particular attention to its role in strengthening marketing practices and supporting entrepreneurial performance in an emerging business environment. The study considers AI as an important technological tool that can improve marketing processes, facilitate access to customer information, and support companies in responding effectively to changing market requirements. Objectives:The study offers valuable guidance for companies striving for growth and utilizing AI tools to enhance their marketing capabilities and achieve sustainable, rapid development. It also seeks to highlight the potential of AI-based marketing practices in supporting entrepreneurial performance and improving organizational effectiveness. Furthermore, the study aims to provide a clearer understanding of how AI can contribute to developing marketing activities and strengthening the competitive position of SMEs. Methods:Data have been collected from 639 sales clerks through a questionnaire that was analyzed by SMART PLS. The empirical approach provides insights into the relationship between AI adoption in marketing and key dimensions of entrepreneurial performance within small and medium-sized companies. The analysis focuses on the contribution of AI to marketing-related organizational practices. Results:The results have indicated that adopting AI in marketing enhances, to a greater extent, operating competence and collective collaboration as well as client experiences. These findings demonstrate that AI can contribute to more effective marketing activities and strengthen the ability of SMEs to respond to changing customer needs and competitive market conditions. Conclusion:The current study stresses the significance of adopting AI technology to increase marketing and performance in general, as it sheds light on the positive impact of AI on small and medium-sized companies regarding their leading role in advancement. The findings further emphasize the importance of integrating AI into marketing strategies to support sustainable entrepreneurial development and improve organizational outcomes.