The Impact of Marketing Artificial Intelligence (MAI) Tools On the Customer Buying Decision - Jordan

This study aims to study the impact of the marketing artificial intelligence tools represented by the chatbots, voice search, visual search, predictive analytics and the customer profile building on the customer buying decision. The study examined the independent variable dimensions based on the five dimensions that reflect the buying decision process stages; Need Recognition, Information Collection, Alternatives Evaluation, Alternatives Selection and the Buying Decision. The dependent variable is the Customer Buying Decision. Google form questionnaire was designed and the sample study was selected from a group of (403). The results show that visual research had the highest mean, which means that it has the highest role in the Customer Buying Decision. whereas, the chatbots scored the lowest mean and is classified within a medium level. The result showed that MAI Tools scored a high mean level (3.83). This proved that the MAI Tools has high role level in Customer Buying Decision. The study recommends the use of these marketing AI tools since it revealed their strong and positive impact on the customer buying decision.