2026· International journal of research and innovation in social science· Vol 10, pp. 9276-9284· 0 citations
TL;DR
The results show that artificial intelligence tools significantly enhance marketing effectiveness through better customer reach, engagement, brand visibility, and sales performance and enhance operational efficiency through automation of routine tasks and data-driven decision-making.
Abstract
The current study investigated the impact of Artificial Intelligence (AI) tools on product promotion in small businesses in Malaysia. Qualitative research approach was employed by conducting semi-structured interviews with seven small business owners from Melaka, Selangor and Kuala Lumpur. Thematic analysis was used to analyse the data. The results show that artificial intelligence tools significantly enhance marketing effectiveness through better customer reach, engagement, brand visibility, and sales performance. AI technologies also enhance operational efficiency through automation of routine tasks and data-driven decision-making. However, challenges were identified such as limited technical knowledge, difficulty in understanding the algorithms of the platforms and resource constraints. Despite these limitations, AI tools offer valuable opportunities for small businesses to enhance their promotional strategies and remain competitive in the digital marketplace.
The findings indicate that AI application in customer data analytics positively affects market performance, customer performance, financial performance, and communication performance, and AI-enabled marketing personalization is positively associated with market, financial, and communication performance.
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