دور تطبيقات الذكاء الاصطناعي في تفعيل الأداء التسويقي بالمؤسسات الخدمية دراسة حالة مؤسسة اتصالات الجزائر عين تموشنت

Abstract

This study aims to highlight the role of artificial intelligence (AI) applications in enhancing marketing performance at the Algerian Telecommunications Corporation in Ain Temouchent, by examining the relationship between AI applications and marketing performance across its various dimensions, namely market share, profitability and sales growth. To achieve the study’s objectives, a descriptive-analytical approach was adopted, with a questionnaire used as the primary tool for data collection from a sample of 30 employees and managers at Algérie Télécom – Ain Temouchent. The data were analysed using SPSS software. The study found a statistically significant relationship between AI applications and marketing performance, and the results demonstrated a significant impact of AI applications on market share, profitability and sales growth. The study also showed that the organisation’s reliance on artificial intelligence technologies contributes to improving service quality, enhancing customer satisfaction and achieving a competitive advantage. In light of these findings, the study recommended the need to promote the use of artificial intelligence applications and develop the digital infrastructure of service organisations.