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AI Marketing tools and Business growth of women-owned businesses
Abu Ghalyah, Tala
Abu Ghalyah, Tala
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Abstract
This paper aims at analyzing the use of AI-based marketing tools in the promotion of
women-owned firms in Saudi Arabia. According to this quantitative research
approach, a self-structured questionnaire was carried out with 60 females engaged
in business in Saudi Arabia. The sample was chosen with the help of non-probability
sampling technique of convenience in order to have a diverse sample set with women
owned SMEs. Based on the study, the current AI marketing tools are adopted with
over two-thirds of the organizations having adopted the AI tools, and the most used
tools are social media AI and email automation. The survey reveals positive effects
concerning the communication with the clients by having 71% representing an
enhancement of interaction with the targeted customers. However, the study also
identified the constraints, which prevent AI from being integrated into the strategy of
marketing among the female entrepreneurs, including the scarcity of funds for this
purpose and the absence of adequate digital competencies. This paper gives insights
that will benefit policymakers and business support organizations interested in
helping WOMEN-OWNED businesses embrace the use of AI by eliminating the
challenges mentioned above and the advancement of AI accessibility.