The Interplay between Artificial Intelligence and Innovation and its impact on B2B Marketing Performance

Artificial intelligence has the potential to greatly improve the existing economy's efficiency. It might, however, have a more profound impact by serving as a brand-new, all-purpose 'method of invention' that can change the organization innovation processes. A wide spectrum of organizations is finding benefit in artificial intelligence (AI), which is upending the marketing and global economic markets. Business researchers and practitioners are showing an increasing interest in AI, according to recent highly referenced studies. For established and startup businesses employing big data and developing new, innovative strategies and business models, even in a B2B setting, AI is both an opportunity and a limitation. This study employs quantitative methodology and data analysis methods based on structural equation modelling. using the program SmartPLS 4.0. employing practical random sampling procedures to select a sample. The replies of 191 employees of financial organizations situated in Dubai, United Arab Emirates, who completed online surveys were evaluated.