USING ARTIFICIAL INTELLIGENCE TO ENHANCE CUSTOMER COMMUNICATIONS AT MAJOR SAUDI COMPANIES

Abstract

Abstract: This study aimed to measure the impact of using artificial intelligence on customer communications in major Saudi companies. There were two variables: the independent variable (IV) is artificial intelligence, and the dependent variable (DV) is customer communications. The DV consists of four sub Variables: customer retention, targeting customers, customer value, and personalizing contact. The study relies on the quantitative approach and descriptive. The population comprises all Saudi companies listed in the stock market that use AI applications in marketing communication activities. The pilot study shows 50 major Saudi companies listed in the stock market in Riyadh that use AI in marketing communication. The unit of analysis is all staff members in the AI, communication, marketing communication, public relations, sales, and customer relations management departments in such companies. The number of targeted employees reached 252 employees. The planned questionnaire is the tool for data collection, and the five-point Likert scale is applied. The study found that the use of AI in the marketing communication process and customer communications is high. The study found that using AI in the marketing communication process positively moderated the impact on customer communications in major Saudi companies. The two sub-DVs statistically passed were customer retention and personalizing contact. Finally, the study presents a set of recommendations and implications to enhance AI uses and Customer communication In Saudi Companies.