Artificial Intelligence Applications as a Catalyst for Driving Marketing and Operational Innovation in Digital Commerce: An Empirical Study on Libyan Platforms
DOI:
https://doi.org/10.65405/hmbkn384Keywords:
Artificial Intelligence, Marketing Innovation, Operational Innovation, AI Capabilities, Algorithmic Leadership, Digital Commerce, LibyaAbstract
Artificial Intelligence (AI) has become one of the influential managerial and technological trends shaping the way organizations operate. It is no longer limited to introducing new electronic systems or converting paper-based procedures into digital processes; rather, it has become increasingly associated with redesigning processes, developing organizational capabilities, and transforming work practices and services. This issue is particularly important in the digital commerce sector due to the growing reliance of platforms on AI technologies, predictive data, and algorithmic channels for service delivery and operational management.
This study aims to examine the effect of artificial intelligence applications on enhancing marketing and operational innovation in digital commerce platforms operating in Libya. To achieve this objective, a research model was developed in which AI application is treated as the independent variable comprising four dimensions: algorithmic infrastructure, employees’ AI capabilities, algorithmic leadership, and organizational culture supporting AI. Marketing and operational innovation represents the dependent variable and encompasses marketing innovation, process innovation, service innovation, and innovation in operational practices.
The study adopts a descriptive-analytical approach and uses a questionnaire as the data collection instrument, based on an assumed sample of 150 employees working in digital commerce platforms. For the purposes of the applied research model, simulated statistical data were used to illustrate how the results can be presented and analyzed. Accordingly, the figures reported in the tables do not represent the findings of an actual field survey. The hypothetical results indicate a positive relationship between AI applications and marketing and operational innovation, and further suggest that algorithmic leadership and employees’ AI capabilities are among the dimensions most strongly associated with innovation.
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