Enhancing digital marketing performance through usage intention of AI-powered websites

Dawud Adaviruku Suleiman, Tahir Mumtaz Awan, Maria Javed


Digital and wireless technology are a crucial part of today’s modern life. Artificial intelligence (AI) uses different technologies and systems for speech recognition, visual perception and decision making to mimic human functions. This study explores the impact of AI on website interactivity and the ease of use for enhancing digital marketing performance. The methodology used is qualitative with structured interviews, using three artificial intelligence-powered websites (Amazon, Alibaba, and Uber) as reference. The participants' structured interview responses were grouped into different thematic heading for coding and were subsequently analyzed by NVivo. The result found that artificial intelligence empowered websites were interactive, participants don’t feel safe and secure, easy to use, and tend to boost digital marketing performances. This study implies that more digital marketing companies should consider integrating artificial intelligence capabilities in their business operations. More security features should be embedded to help customers calm the fears of web insecurities.


Artificial intelligence, Digital marketing, Perceived ease of use, Perceived usefulness, Website interactivity

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DOI: http://doi.org/10.11591/ijai.v10.i4.pp810-817


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