Artificial Intelligence-Driven Marketing and Financial Performance: Evidence from Commercial Banks

Abstract

The research aims to identify the impact of artificial intelligence-driven marketing on financial performance. The research was applied to a sample of commercial banks listed on the Iraq Stock Exchange, namely the Gulf and Baghdad banks. The research included the independent variable artificial intelligence in four dimensions (digital transformation, deep learning, expert systems, and perception) which was measured qualitatively while the dependent variable financial performance was measured quantitatively. The hypotheses were tested through correlation and influence coefficients using structural modeling, and the research reached conclusions the most important of which is that marketing artificial intelligence positively affects banking performance by increasing the efficiency of marketing campaigns targeting customers and enhancing revenues.