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/10.65405/47r81q25Keywords:
Artificial Intelligence, Marketing Innovation, Operational Innovation, Smart Capabilities, Algorithmic Leadership, Digital Commerce, LibyaAbstract
Artificial Intelligence (AI) has emerged as one of the most influential managerial and technological trends shaping how organizations operate. It is no longer limited to introducing new electronic systems or converting paper-based procedures into digital ones; rather, it has become fundamentally linked to redesigning processes, developing organizational capabilities, and transforming work methods and services. This topic gains heightened significance in the digital commerce sector due to platforms' increasing reliance on AI technologies, predictive data, and algorithmic channels to deliver services and manage operations.
This study aims to examine the impact of AI applications on enhancing marketing and operational innovation within digital commerce platforms operating in Libya. To achieve this, a research model was developed treating AI applications as an independent variable with four dimensions: algorithmic infrastructure, smart workforce capabilities, algorithmic leadership, and an AI-supporting organizational culture. Meanwhile, marketing and operational innovation represents the dependent variable, encompassing marketing innovation, process innovation, digital service innovation, and innovation in operational methods.
The study adopted a descriptive-analytical methodology, utilizing a questionnaire as the data collection tool with a sample of 150 employees working in digital commerce platforms. The preliminary results indicate a positive relationship between AI applications and marketing and operational innovation, highlighting that algorithmic leadership and smart workforce capabilities are the dimensions most strongly associated with innovation.
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