Original Article

A framework for integration of artificial intelligence into digital marketing in Jordanian commercial banks.

Khaled Aladayleh

Main Article Content

Abstract

This paper investigates the relationship between artificial intelligence (AI), and digital marketing in the Jordanian banking sector. It outlines the main implications of information gathering, data modelling, and processing & delivery, as well, the importance of human communication and ethical implications. Banks need a coherent foundation when employing AI. This paper provides a theoretical background for AI developers, policymakers and marketers in the banking sector, and academics. Despite the extensive employment of artificial intelligence in numerous global and local businesses, few studies addressed the use of AI in the Jordanian banking sector. As well, AI has rapidly changed digital marketing practices, particularly in the light of the Coronavirus (COVID_19) pandemic. Banks in Jordan are oblivious to the challenges they face when integrating AI into their digital marketing services. This paper derives a general framework for integrating AI techniques into digital marketing practices in Jordanian banks. Recommendations designed to assist banks in targeting their clients more efficiently also presented in this paper.


 


Keywords:
Artificial intelligence, Digital marketing, Jordan, Banks
About this Article
Aladayleh, K. (2020). A framework for integration of artificial intelligence into digital marketing in Jordanian commercial banks. Journal of Innovations in Digital Marketing, 1(1), 32–39. https://doi.org/10.51300/jidm-2020-10

Article Details

Author Biography

Khaled Aladayleh, Department of Engineering projects, Universitat Politècnica de València, Valencia, Spain.

 

 

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