Revue Finance & marchés
Volume 13, Numéro 2, Pages 01-24
2026-09-25

Artificial Intelligence Techniques As A Strategic Lever For Marketing Innovation: A Case Study Of The Algerian Transport Insurance Company (caat) In Mostaganem



Authors : Kara Mostefa Yamna .

Abstract

This study explores the impact of artificial intelligence (AI) on marketing innovation at CAAT Company. Using a case study and structured questionnaire, it finds that AI positively influences marketing innovation, with an overall impact of 80% and a strong correlation of 93%. Marketing innovation is affected at 59%, while deep learning has a lower impact of 27%. The study highlights the importance of applying lower-impact AI technologies and recommends integrating AI across all marketing processes, improving big data processing, meeting customer expectations, and developing strategies to enhance marketing innovation and competitiveness.

Keywords

artificial intelligence ; marketing innovation ; CAAT

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