مجلة الباحث
Volume 25, Numéro 1, Pages 367-380
2025-12-30

Strategic Analysis Of Artificial Intelligence Application In Marketing: Amazon As A Model



Authors : Bessachi Houda . Bouazza Sabrine . Habbiche Wahiba .

Abstract

This study aims to provide a strategic analysis of artificial intelligence (AI) applications in digital marketing, using Amazon as a case study of a global leader in this field. The study examines how AI applications, including smart personalization, big data analysis, dynamic pricing, chatbots, and sentiment analysis, contribute to improving marketing performance and enhancing operational efficiency. The study results showed that AI has become a fundamental strategic pillar in reshaping customer experience, enhancing operational efficiency, and increasing customer loyalty. The use of key performance indicators (KPIs) demonstrated how AI applications enhanced Amazon's marketing performance metrics, including conversion rates, delivery times, and advertising effectiveness. Analytical tools such as SWOT analysis and the balanced scorecard were employed to evaluate the strategic impact of AI on marketing performance. The study concluded that integrating AI with marketing strategy enhances organizations’ ability to adapt to rapid market changes and achieve sustainable competitive advantage, provided that ethical and privacy considerations are carefully addressed.

Keywords

Artificial intelligence; digital marketing; big data; performance indicators; Amazon.

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