Artificial Intelligence in Digital Marketing Strategies in the UAE: The Mediating Role of Predictive Analytics in Enhancing Customer Conversion

Authors

  • Mohit Vij Faculty of Business, Liwa University, Abu Dhabi, United Arab Emirates
  • Anu Vij EM Normandie Business School, Métis Lab, Dubai, United Arab Emirates
  • Pranav Kumar American University of Ras Al Khaimah, United Arab Emirates
  • Emad Y. Masoud Higher Colleges of Technology, Ras Al Khaimah, United Arab Emirates
  • Barween Al Kurdi Department of Marketing, School of Business, The University of Jordan, Amman, Jordan
  • Haitham M. Alzoubi Applied Science Research Center, Applied Science Private University, Amman, Jordan

DOI:

https://doi.org/10.32479/irmm.20218

Keywords:

Artificial Intelligence, Digital Marketing, Predictive Analytics, Customer Conversion, Marketing Technology, UAE

Abstract

Recent studies investigate the fundamental influence of Artificial Intelligence on UAE digital marketing practices designed to maximize customer acquisition. The rising dependence on automated systems and learning models and data-driven automation has led businesses in the UAE to implement AI systems to build personalized consumer transactions and optimize promotional activities along with demand forecasting. AI achieves confirmed benefits with its own methods yet its power to transform real customer acquisitions depends on predictive analytics as an intermediary solution. The present research evaluates predictive analytics because it functions as an essential interconnection between AI systems and improved customer conversion rates. A survey research design involving 287 marketing leaders and digital strategy experts operating in different industries throughout the UAE will be utilized for data collection. The SEM modeling analysis will evaluate the direct relationships as well as the mediating relationships present in the dataset. This research will deliver extensive evidence regarding how AI systems unite with predictive analytics to generate loyal customers in the UAE digital marketplace.

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Published

2025-06-23

How to Cite

Vij, M., Vij, A., Kumar, P., Masoud, E. Y., Al Kurdi, B., & Alzoubi, H. M. (2025). Artificial Intelligence in Digital Marketing Strategies in the UAE: The Mediating Role of Predictive Analytics in Enhancing Customer Conversion. International Review of Management and Marketing, 15(4), 380–387. https://doi.org/10.32479/irmm.20218

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