Artificial Intelligence and Electronic Marketing Outcomes: An Empirical Study

The object of this paper is to look into the effects of artificial intelligence (AI) on the perceived effectiveness of e-marketing outcomes by consumers. Data were collected using an online questionnaire using an online survey. IBM SPSS and partial least squares structural equation modelling (PLS-SEM) techniques were utilized to analyzed data. The result shows that perceived ease of use of AI significantly and positively affected the consumers' convenience (CC) and cost minimization (CM) as the e-marketing outcomes. The perceived usefulness of AI also significantly and positively affected CC and CM. A positive and significant relationship was also found in the relationship between CC and CM. This study has strengthened the behavioural theory that uses AI and marketing outcomes.