المجلة الجزائرية للعلوم الإجتماعية والإنسانية
Volume 14, Numéro 1, Pages 539-556
2026-06-11
Service Marketing In The Age Of Artificial Intelligence A Case Study Of The United Arab Emirates
Authors : Amedjkouh Nassima .
Abstract
The services sector is undergoing rapid transformation as a result of technological developments, making it a key factor in competition between organisations and in meeting customer expectations. Despite the significant opportunities, organisations face challenges such as the difficulty of highlighting the value of intangible services. This study therefore examines the extent to which Artificial Intelligence contributes to supporting and achieving the objectives of service organisations by studying the Aviation Sector in the United Arab Emirates, which has adopted a clear strategy to implement its Smart Travel Project This was achieved by launching the Artificial Intelligence Strategy 2031 to drive the economy forward and facilitate travel for individuals
Keywords
Service Marketing ; Artificial Intelligence ; United Arab Emirates
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