Review
Open access
Aug 2026
Artificial Intelligence-Based Marketing and Business Performance: The Mediating Role of Customer Experience
It is demonstrated that AI-based marketing improves business performance both directly and indirectly by creating more personalised, responsive, convenient, and efficient customer interactions.
Sofia Maulida, Agus Sumarna, R. D. Heriyantoro et al.
· Fundamental and Applied Mana... · 0 citations