The Capabilities of Artificial Intelligence and its Impact on Content Marketing

An analytical Study of Customers and Employees Opinions at French company Nactalia in Iraq

Abstract

  This research aimed mainly to analyze the role of artificial intelligence capabilities in content marketing, as an attempt to reduce the knowledge gap between these variables. This was done by polling the opinions of two samples: the first represented employees of the French company Nactalia, Iraq branch, to answer statements about the dimensions of the artificial intelligence capabilities variable, and the second sample represented customers of the same company to answer statements about the content marketing variable, using a questionnaire prepared for this purpose. To achieve this goal, the questionnaire was distributed to all employees of the surveyed company, which numbered (198) individuals, and (210) questionnaires were distributed to a number of the company’s customers. As a result, the number of questionnaires valid for statistical analysis reached (176) questionnaires from employees and (176) questionnaires from customers. Using a number of statistical tests available within the statistical program SPSS v.29 and the advanced statistical program SmartPLS v.4, the study then reached a set of statistical results represented by the presence of a positive and significant effect of artificial intelligence capabilities in content marketing.