The impact of artificial intelligence tools on marketing decision-making related to the modern S.A.V.E. marketing mix in medical device companies in the Hebron Governorate.

Abstract

This study aimed to investigate the impact of implementing Artificial Intelligence (AI) tools on marketing decision-making related to the modern marketing mix (S.A.V.E) in medical device companies within the Hebron Governorate. Employing an analytical descriptive methodology, a comprehensive questionnaire comprising 45 items was developed and distributed to a sample of 96 employees from 21 medical device companies in the region. The findings revealed a statistically significant effect (at α ≤ 0.05) for all studied AI tools—namely, big data analytics, AI-powered chatbots with customers, predictive analytics for forecasting, and intelligent advertising—on enhancing the marketing decision-making process within the S.A.V.E framework and its four dimensions (Solution, Access, Value, and Education). The results further indicated that the current level of application of AI tools and the degree of marketing decision-making were both high in these companies. Multiple regression analysis identified intelligent advertising as having the highest explanatory impact (53.0%), followed by predictive analytics (47.3%), and then AI tools collectively (57.4%). Additionally, the results showed no statistically significant differences in individual responses attributable to demographic variables (gender, years of experience, company size, functional area). As the author of this research, I contend that these findings underscore the critical importance of adopting an intelligent marketing strategy that seamlessly integrates modern technologies with managerial vision. The study recommends that the management of medical device companies invest in data infrastructure and human capital development to maximize the potential of AI in crafting more precise and efficient marketing decisions.