The Role of artificial intelligence in digital marketing: An Exploratory research in the aviation industry

In today's world, rapid technological advancements and easy access to information have brought about significant changes in consumer behavior on a global scale. Consumers now expect not only high-quality products and services but also production processes that are environmentally friendly and sustainable. This transformation has compelled businesses to reconsider their product-focused approaches and integrate environmental, social, and economic sustainability factors into their business models. In this context, artificial intelligence (AI) technology has become a critical and innovative tool for businesses, extending from production processes to marketing activities. Particularly in digital marketing strategies, AI offers groundbreaking benefits such as data analytics, predicting consumer behaviors, designing personalized advertising campaigns, providing timely feedback, and optimizing customer experiences. This study focuses on the aviation sector operating in Turkey, examining the role of AI in digital marketing in depth. The study's population consists of employees working in the marketing departments of five national and three international airlines. Data were collected from 209 participants selected through a convenience sampling method, and the influence of AI on digital marketing strategies was assessed. Three main scales were utilized to measure participants' attitudes and behaviors: the Digital Marketing Behavior Scale, the General Attitude Toward Artificial Intelligence Scale, and the Artificial Intelligence Usage for Service Quality Scale. Statistical software packages were used for data analysis, employing methods such as frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis. The exploratory factor analysis results revealed scales consistent with the original measures, deemed suitable for evaluating AI usage in digital marketing. The findings of the study indicate that AI usage significantly enhances service quality, which positively influences perceived value and customer satisfaction. Customer satisfaction, in turn, was found to have a direct and positive impact on digital marketing behaviors. Specifically, the use of AI technologies for service quality demonstrated a strong influence on customer loyalty and digital marketing performance. These findings highlight the importance of more effective and strategic use of AI technologies in highly competitive fields such as the aviation sector. The results provide valuable guidance for restructuring marketing strategies and leveraging the opportunities offered by AI in digitalization processes. AI not only improves operational efficiency but also contributes to creating a sustainable competitive advantage based on customer satisfaction.