The study aimed to identify the role of digital marketing in the relationship between artificial intelligence and customer engagement from the point of view of online banking clients (384 individuals) and determine the extent to which personal variables affect the attitudes of the study sample. regarding the study variables, the questionnaire was used as a tool for collecting data.
The data were analyzed using the statistical analysis program (SPSS 25), and the most important results reached by the study are that there is a statistically significant positive correlation between study variables. There is a statistically significant positive impact of artificial intelligence and its dimensions (neural networks, expert systems, smart agents, and genetic algorithms) on digital marketing and customer engagement. There is a statistically significant positive impact for digital marketing on customer engagement. There is a statistically significant positive impact for digital marketing on the relationship between artificial intelligence and customer engagement from the point of view of online banking clients with a confidence level of 95%.
There are no statistically significant differences in the average responses of respondents about study variables due to gender, while differences are realized due to educational level with a confidence level of 95%. In light of these results, we should employ artificial intelligence to customize offers and services based on each client's needs.