Review
Open access
Aug 2026
Artificial Intelligence-Based Marketing and Business Performance: The Mediating Role of Customer Experience
The rapid adoption of artificial intelligence (AI) has transformed marketing through personalised recommendations, chatbots, predictive analytics, automated advertising, and customer-data analysis. However, further evidence is needed to explain how these applications influence customer experience and translate into imp...
Sofia Maulida, Agus Sumarna, R. D. Heriyantoro et al.
· Fundamental and Applied Mana... · 0 citations