تحول التسويق الرقمي بين الشركات: دراسة تطبيقات الذكاء الاصطناعي المبتكرة Journal Article

Abstract:

One of the domains significantly influenced by artificial intelligence (AI) technologies is business-to-business (B2B) marketing. AI accelerates decision-making processes and enables the creation of innovative approaches, thereby transforming numerous aspects of B2B marketing and enhancing performance. Given the growing popularity and investment in AI in this area, understanding the applications of such innovative technologies is an undeniable necessity for advancing B2B marketing. However, previous studies have paid limited holistic attention to this topic. Accordingly, the primary aim of this research is to identify and prioritize the applications of AI in B2B digital marketing. From a research purpose perspective, this study is applied, and methodologically, it employs a mixed-method approach. Initially, through a qualitative meta-synthesis and the analysis of 59 selected articles, AI applications were extracted from the literature. In the second phase, semi-structured interviews were conducted with 12 experts to enrich and validate the identified applications. Thematic analysis results reveal that the applications can be classified into four main categories, 11 concepts, and 99 specific applications. The prioritization results, obtained using the Shannon entropy method, indicate that “control and monitoring” holds the highest level of importance, while “competitive and market analysis” is ranked lowest.By leveraging the meta-synthesis approach to extract international experiences and conducting qualitative interviews to tap into the local expertise of professionals, this study aims to develop a comprehensive framework for the applications of AI in B2B marketing. This framework, which has been relatively underexplored in the literature, offers strategic insights and practical tools to guide managers in making informed decisions and investments in this field.