Reimagining Public Service Marketing in the UAE Through Artificial Intelligence: Dynamic Capabilities and Public Value Perspective

Artificial intelligence (AI) is reshaping public service marketing by enabling governments to deliver more personalized, responsive, and citizen-centered services. This study examines how AI-enabled public service marketing contributes to public value creation in the United Arab Emirates (UAE), drawing on public value theory and dynamic capabilities theory. A systematic literature review was conducted using Scopus, Web of Science, and ScienceDirect. From 460 records published between 2019 and 2025, 21 sources were selected comprising 18 peer-reviewed journal articles and three contextual sources through PRISMA-based screening, quality appraisal, and thematic analysis. Four interrelated themes emerged: AI-enabled public service marketing and public value creation; dynamic capabilities supporting AI integration; citizen experience, trust, and engagement; and citizen awareness, understanding, and participation. The findings indicate that predictive analytics, digital assistants and integrated smart government platforms may improve service personalization, accessibility, responsiveness, and citizen engagement. However, sustained value creation depends on organizational capabilities for strategic sensing, organizational learning, and institutional transformation, supported by ethical governance, transparency and responsible data practices. The study proposes an AI-powered public value creation framework linking AI technologies, organizational capabilities, citizen engagement and ethical governance. It contributes to digital governance and public administration scholarship by offering a theoretically grounded agenda for examining AI-enabled public service marketing in the UAE.