The Role of Artificial Intelligence Technologies in Enhancing the Effectiveness of Information Marketing A Field Study at the Faculty of Economics, University of Tripoli – Tripoli City

Abstract

The study examined the role of artificial intelligence in improving information marketing effectiveness at the Faculty of Economics, University of Tripoli. It used a purposive sample of 81 respondents, with 79 valid questionnaires analyzed using SPSS under a descriptive-analytical approach. Results showed that recommender systems help personalize information content based on user interests and behavior, improving marketing effectiveness. The study recommended developing predictive analytics systems and integrating them into administrative decision-making.