Cover
Volume 7, Special Issue 6 (2026)

Published: October 25, 2026

Pages: 235-250

Research Article

The impact of artificial intelligence on developing administrative and marketing decisions: A contemporary analytical study

Adawiya H. Hassan 1
1Department of Economics, College of Administration and Economics, University of Al-Qadisiyah, Baghdad, Iraq
History
  • Received: August 14, 2026
  • Available Online: October 25, 2026
DOI

https://doi.org/10.56967/ejfb2026995

Abstract

The research aims to investigate the impact of artificial intelligence on enhancing managerial and marketing decisions among employees at Zain and Asiacell. This objective addresses an important question: what is the impact of artificial intelligence on developing managerial and marketing decisions among employees at Zain and Asiacell? Based on the issue presented, the descriptive-analytical approach was adopted to collect data using a questionnaire. A total of 125 questionnaires were distributed to the company employees, with 103 returned, 92 of which were valid for analysis and 11 were damaged, indicating a response rate of 89.32%. For data analysis and hypothesis testing, two packages (SPSS & SMART.PLS) were adopted to establish the foundations through which the significance of variables can be demonstrated and the objectives of the current research achieved. Based on the research findings, several results were presented, the most important of which is the existence of a significant correlation between artificial intelligence and managerial and marketing decisions, as telecommunication companies direct their employees and priorities towards developing their capabilities in adopting AI technologies to improve their skills in making managerial and marketing decisions, which directly reflects on providing services that earn customer satisfaction and loyalty. The research also recommends the necessity of developing a comprehensive AI strategy that includes clear managerial and marketing objectives for Zain and Asiacell, with measurable performance indicators and a timeline for project implementation.

Keywords

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