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An Evaluation on the Impact of Artiﬁcial Intelligence (AI) in Facilitating Digital

Marketing in Telecommunication Industry, Oman
Article · June 2023
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GSJ: Volume 11, Issue 6, June 2023
ISSN 2320-9186 1647
GSJ: Volume 11, Issue 6, June 2023, Online: ISSN 2320-9186

www.globalscientificjournal.com
An Evaluation on the Impact of Artificial Intelligence
(AI) in Facilitating Digital Marketing in
Telecommunication Industry, Oman
Rachel Zara Jude, Aqeel Nazim and Said Saud Said Al Hatmi
Department for Management Studies, Middle East College, Al-Rusayl, Muscat, Oman
Abstract
Artificial intelligence (AI) integration in digital marketing has changed how firms operate and communicate with
clients. Examining its benefits, drawbacks, and customer perception, this research study intends to evaluate the
extent to which AI is used into digital marketing in Oman's telecommunications industry. The study used a survey
questionnaire approach, collecting quantitative and qualitative data from Omantel, Ooredoo, and Vodafone Oman,
three significant telecom providers within Oman. The study's findings show that Oman's telecom industry highly
recognizes and supports the use of artificial intelligence in digital marketing. The majority of respondents were in
favor of utilizing AI to understand customer reactions and agreed that Customer Relationship Management (CRM)
solutions driven by AI are essential for carrying out digital marketing activities. The industry acknowledges the
advantages of AI in digital marketing, notably in its capacity to analyze enormous volumes of data and reduce costs,
even though there is considerable skepticism regarding cost reduction. Despite the fact that a sizable part of
customers is aware of the usage of AI in digital marketing strategies, some consumers are still uncertained or
uninformed about its application. Initiatives aimed at promoting education and raising public awareness are advised
in order to close this communication gap between companies and their customers. Companies in the
telecommunications sector may leverage the potential of AI to optimize their digital marketing efforts and spur
corporate growth by analyzing customer perception and tackling obstacles related to it.
Keywords: Artificial Intelligence (AI), Customer Relationship Management (CRM), Digital Marketing, Oman
Telecommunication
Introduction
The study evaluates how the role artificial intelligence (AI) plays in the Omani telecom sector's digital marketing
initiatives. The application of artificial intelligence (AI) in digital marketing is expanding as a result of technological
advancements, cost reductions, the accessibility of enormous amounts of data, and the development of machine
learning structures and methodologies. In order to satisfy customer demand, artificial intelligence has expanded its
inventiveness in product customization and alteration. Businesses heavily depend on web-based e-commerce
technologies and artificial intelligence (AI) in digital advertising to impact consumer needs and demands within the
telecommunications industry (Khrais, 2020). The Sultanate already offers a welcoming environment, and it will
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continue to do so in the future in accordance with the Oman Vision 2040, a blueprint to employ AI technologies and
other breakthroughs in technology to draw foreign investment to the nation. This is another reason why the group
believed it was crucial to look into this topic.
Statement of the Research Problem
The research topic "How Artificial Intelligence Can Pave the Way for Digital Marketing in Oman's
Telecommunication Industry" focuses on aspects like data analysis, targeting, resource allocation, and competitive
advantage in order to increase the effectiveness and productivity of digital marketing campaigns. It also focuses on
issues of inadequate return on investment brought on by ineffective targeting, a lack of personalized content, wasteful
resource utilization, inability to deliver the greatest amount of output, and a lack of ability to understand the data
offered by digital marketing efforts. The project also aims to address possible privacy concerns and difficulties
related to employment loss caused by AI use. The dependent variable in this study is the variable being examined,
and it is called "the effectiveness of digital marketing within the telecommunications business in Oman". Despite
being the independent variable, "the use of artificial intelligence in digital marketing" is controlled to determine how
it will affect the dependent variable. The study will evaluate the link between the two aspects by comparing the
performance of digital marketing prior to and following the implementation of AI-based digital marketing
techniques.
Objectives of the Study

1.To explore how much Artificial Intelligence (AI) is now incorporated into digital marketing for Oman’s
telecommunication industry.
2.To examine the advantages and difficulties of applying AI to digital marketing in the Oman
telecommunications sector.
3.To assess the consumer’s perception on AI being used for digital marketing in Oman’s
telecommunications sector.
4.To recommend helpful suggestions for enhancing the impact of AI in digital marketing
Research Questions
1. To what extent has Artificial Intelligence (AI) been used by Oman’s telecommunication industry for its
digital marketing?
2. In Oman’s telecommunication sector, what are the advantages and difficulties of implementing AI in digital
marketing?
3. What is the customer’s perception of AI being utilized in digital marketing among consumers in Oman’s
telecom industry?
4. What recommendations can improve the performance of AI in digital marketing?
Scope of the Study

The scope of this study is limited to three well-known companies operating within the telecommunication industry in
Oman, they are Omantel, Ooredoo and Vodafone Oman. The population was finite and counted to 60, evaluating
their knowledge on the impact of artificial intelligence (AI) in digital marketing. The main reason as to why the team
has considered this topic is because digital marketplaces give consumers a plethora of brand-new buying
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possibilities, and the industry is just growing stronger and bigger. The data collection process would take a maximum
of one month, ending by June 2023 in order to obtain a considerable number of responses. The sample selected will
include general managers, marketing managers, marketing executives and employees working in sales operations
within the telecommunication company. The primary source of data will be collected by distributing questionnaires
within the telecommunication companies.
Expected Outcome
The project's specific goal is to investigate how artificial intelligence (AI) may aid Oman's telecommunications
industries in better comprehending the customers they serve, customizing their marketing pitches, and enhancing the
general effectiveness of their marketing initiatives. The intended outcome of this research is a set of useful
suggestions for Oman's telecoms companies on how they may effectively use AI to increase their efforts in digital
marketing. These recommendations could include particular AI software or platforms as well as best practices for
incorporating AI into current marketing campaigns. However, by helping companies use cutting-edge artificial
intelligence (AI) to better understand and interact with their clients, the project has the potential to dramatically
benefit Oman's telecoms sector.
Limitations of the Study

1. Limited population: The study's use of a relatively small sample size and population number has limitations
since it could not fully reflect the target population as a whole. It is difficult to develop solid connections
between the data and derive broad generalizations from the amount of data collected.
2. Lack of respondent collaboration: Due to the respondents' lack of participation, the study had trouble
gathering enough data. This problem has been caused by a variety of unnecessary factors that resulted in a
low number of survey questionnaires being completed. The accuracy and validity of the study's findings are
decreased as a result of this constraint.
3. Lack of qualitative data: The study originally planned to use survey questionnaire and constructive
interviews as research instruments. However, the researchers were unable to carry out interviews due to the
respondents' lack of participation, which prevented the collection and analyses of qualitative data. The
complexity and depth of insights that may have been drawn from qualitative data are constrained by this
restriction.
4. Insufficient representation of the population: Because there were few respondents involved in this study, it's
possible that the data analysis done for the study does not properly account for everyone working within
Oman's telecommunications sector. Due to this restriction, sampling bias may be established, making
reliable generalization of the results to a larger population challenging.
The above four constraints are major issues that the researchers faced throughout the process of project completion.
In terms of prior research, there was a considerable number of credible publications available related to artificial
intelligence implementation in digital marketing. The topic is comparatively new and in the process of gaining more
recognition, hence it is understandable if there are less publications that directly answers certain doubts related to the
subject. However, the limited number of research materials did affect the literature review of the study at a minimum
extent.
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Structure of the Research
•Background
•Research Problem
•Aim/ Research
Introduction Objectives
•Significance
•Literature Analysis
Literature
• Conclusion
Review •Research Design
•Research Methods
•Population Study
Research •Quantitative/ Qualitative Data
Methodology •Research Instruments
•Quantitative Data
Data Analysis
Analysis •Qualitative Data
Analysis
•Findings from data
Conclusion analysis
Fig. 1.1 Structure of the Research

Figure 1 depicts the overall framework of this research study with 5 chapters as the main body. Introduction will
introduce about the research topic, the research problem, objectives and its significance. A literature review will be
considered as chapter 2 of the study, providing evidences from readings. Describing the research methodology and
introduction of who the respondents are will also be provided. The next two chapters will involve data analysis of the
quantitative and qualitative data with a summary of noteworthy findings. The study's research design will mostly be
descriptive. By gathering quantitative data, descriptive research frequently aims to characterize a phenomenon or a
collection of events. Descriptive research encompasses a number of subcategories of research procedures, including
questionnaire, correlative study, qualitative research strategy, and textual analysis (Atmowardoyo, 2018). Given that
the research method will be a survey questionnaire to gauge the opinions of a sizable population on a certain issue or
topic, it is obvious that the project would be descriptive in nature.
Definition of Terms
1. Artificial Intelligence (AI): The capacity of a computer system or computer-driven robot to carry out
functions often performed by people with high intelligence. It is commonly used as an effort to create
artificial intelligence (AI) systems that possess human-like cognitive abilities including the capacity for
reasoning, provide meaningful findings, interpretation, and experience-based learning (Copeland, 2022).
2. Customer Relationship Management (CRM): CRM has been conceptualized as an approach that focuses on
acquiring, maintaining, and working with clients in accordance with relationship marketing philosophy. In
other words, it is regarded as an essential strategy used by businesses to integrate consumer behavior in
order to establish a secure bond with them. CRM employs several aspects, these aspects include customer
autonomy, orientation towards customers, staff conduct, customer service value, interconnections
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management, and building relationships with customers (Altarifi, 2020).

3. Digital Marketing: Digital marketing is the practice of promoting goods or services through the use of
digital technology, primarily the Internet, as well as smartphones, display ads and other digital media. To
engage with both present and potential consumers, businesses use digital platforms that include social
media, search engines, electronic mail, and web pages. Search engine optimization (SEO), search engine
marketing (SEM), influencer marketing, content marketing, automation of content, promotional digital
campaigns, data-driven advertising, etc. are all examples of digital marketing approaches (Desai, 2019).
4. Oman Telecommunication: Transmission of television and radio programs, television and cable services,
internet service providers (ISPs), Voice over Internet Protocol, or VoIP, and radar services are just a few of
the many fields that fall under the general category of telecommunications (Bennett, 2023). In the Middle
East, the telecommunications industry has seen significant development and competitiveness. As a result,
consumer demands for various telecommunications products and services, notably telephone and internet
services, are increasing daily.
Theoretical Framework
AI
Digital
Marketing
Oman
Telecom
Industry
Fig. 1.2 Theoretical Framework

A theoretical framework or structure establishes the variables to be measured and the statistical relationships to be
searched for. The researcher's efforts to apply a theory through each study are reflected in a theoretical framework
(Ukwoma & Ngulube, 2021). The goal of this theoretical framework is to investigate the connection between
artificial intelligence (AI) application in digital marketing and the efficiency of AI powered digital marketing in the
Oman telecommunication’s industry. According to the theoretical framework figure, the Omani telecom industry's
usage of artificial intelligence (AI) in digital marketing has an advantageous effect on the efficiency of digital
marketing and that the Oman's telecom providers will likely see gains in effectiveness of their marketing initiatives.
Literature Review
1) Amount of Artificial Intelligence (AI) being incorporated into Digital Marketing
Digital technology has completely changed both consumer and corporate advertising over the past 20 years. The
broader notion of "digital marketing," which encompasses all actions, organizations, and procedures made possible
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by digital technology, includes electronic commerce, handheld devices, innovative goods, the Internet of Things
(IoT), Machine Learning and Artificial Intelligence (AI) (Herhausen et al., 2020). Artificial intelligence will be a
crucial topic in the future, and digital products are necessary, raising the bar for digital marketing. According to
researcher Peyravi et al. (2020), technological advancements have altered the nature of the economic world, sparked
the globalization process, and heightened competition on a global scale. Today's competitive marketing world is
already being driven by artificial intelligence, as firms adopt plans to use the technology to make enormous strides.
Using consumer information, machine learning, including other computing methods, AI is being implemented in
marketing to predict how customers would react to certain products. The researcher also proposes that current AI
technologies are implemented into a more digital setting in marketing, such as customer relationship management
(CRM), customization, automation, and enhancement of marketing activities. A survey study of 12,800 digital
marketing professionals conducted by Bhalerao and Bagale (2019), concluded that in assessing brand loyalty and
response mechanisms, AI plays a role of up to 24% and its related technologies, such as deep learning and machine
learning, have also been implemented by e-commerce companies. The researcher claims that more than half of
worldwide marketers are adopting artificial intelligence (AI) for customization, understanding market trends, and
monitoring transactions. Because of the perks and advantages that are currently available, artificial intelligence (AI)
systems have developed into one of the most significant tools and techniques that aid in boosting the profits of
retailers working under electronics. As one of the most significant sources of revenue for online shopping in 2019,
chatbots have been incorporated into numerous designs and the structure of online stores. Some of the key marketing
activities where AI is currently being incorporated involve handling data on customers, evaluating consumer
behaviors, identifying possible advertising campaign trends, analyzing smart promotional effectiveness and what
must be adjusted in the near future, advocating the application of voice-based search techniques, etc. AI is also
commonly utilized in social media to gather highly precise information about client preferences and characteristics. It
also enhances the outcomes of electronic searches. Due to the development of artificial intelligence (AI), online
search results have undergone a remarkable development, and as a result, the pages that appear on the initial result
page of search results become more valuable and beneficial as well as connected with the search query, which has
given rise to a broad study now referred to as SEO (Search Engine Optimization) (Hassan, 2021).
2) Advantages of applying AI to Digital Marketing
According to Murgai (2018), one advantage of applying AI into digital marketing is enhancing and obtaining more
data on consumer’s behavior. As users engage online, they leave fragments of their data behind. Data is captured at
every stage, whether they purchase, comment, or browse online. Systems using AI are now processing these
significant numbers and learning about users' "internet activity" and "digital personality." These days, systems
capture and retain all types of data as part of studying consumer trends to construct automated tools and customer
profiles to target specific market segments. Another advantage mentioned by Guru et al. (2023), is that it aids in the
identification of new marketing tactics to promote new or existing products by inculcating AI in PPC (Pay-Per-Click)
advertisement campaigns. It is advantageous to the marketer as they will profit from successfully gaining a
competitive edge because some of the rivals may not access these channels. Furthermore, the researcher concludes
that a few elements, including the Internet of Things (IoT), big data, and approaches to machine learning, are
subsidiary AI procedures that enhance effective digital marketing operations. Industries in the current era therefore
want to use AI to obtain extensive consumer information and take appropriate actions to optimally satisfy customers'
requests to achieve a competitive advantage in the marketplace. AI is also advantageous in forecasting and offering
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long-term value to customers. Some of the most well-liked AI techniques are Google Analytics, Google AdWords,
and SEO. With the help of Analytics by Google, the effectiveness of the material is evaluated. It monitors what data
people access and share, evaluates the value of websites depending on their material, and provides in-depth
information on the users of the site. It offers practical data that aids in the creation of the best feasible solution (Bag
et al., 2021).
A study conducted by Tiago Ribeiro and José Luís Reis (2020) stated that lower expenditure and increased earnings
are the primary anticipated advantages. The benefits of AI include speed, rapid outcomes, preciseness, greater
efficiency, and alleviation by reducing the amount of work that humans need to complete and is not a productive use
of their energy. Consumers benefit from AI's integration into digital marketing in terms of significance, ease of use,
and customer experience, while businesses and marketers gain to predict buyer habits, foresee market trends, and
hyper-personalize content. At the operational level, AI presents the chance to improve people's standard of work and
the effectiveness of business strategy through automation of processes and optimization.
3) Disadvantages of applying AI to Digital Marketing
While artificial intelligence gives marketers strong, context-specific practical tools, they also run the danger of
handing over control of their own market "knowledge" to the systems, losing control of the marketing process, and
being detached from the cycle if not given enough consideration and care. According to Kozinets and Gretzel (2020),
a company is more prone to changes that might have a negative impact on it the more dependent it is on AI systems,
algorithms, and major technological companies' programs. Marketers are unable to control algorithms because they
are always concealed from view and are always subject to modifications. In the end, technological corporations
develop and tinker with such algorithms to serve their own interest in generating money and rewarding their clients.
Lack of customer trust is another drawback, according to Veleva and Tsvetanova (2020). The use of AI technology in
attempts to record and gather data from individuals online raises privacy concerns, particularly the integrity of such
data. As a result of utilizing AI in digital marketing, consumers will build up a severe mistrust of this sort of
marketing and frequently decline to engage in such events. Because of this, the issue of consumer trust and how it
affects digital marketing methods is gaining importance and has been the focus of a lot of scholarly investigation.
Security is arguably also one of the biggest problems with AI use. Organizations frequently forget that the
information they store belongs to their clients and not to themselves. Specialists must be courteous if they want to
benefit from the information provided. Therefore, to avoid upset clients, businesses must protect the information that
clients give them, be transparent about it to the consumers, repeatedly request permission to use the information, and
inquire about the interests of the consumers. However, data merely does not create possibilities but also has the
potential to increase costs for any business. Due to the high costs of data storage and the growing volume of data,
businesses are finding it more challenging to manage their data. As a result, marketers are competing to obtain the
same opportunities as others. Corporate decision-making over which data to keep and which to discard may be
challenging. The disadvantage of employing such a procedure is that the marketing department will face the risk of
sacrificing data that could help them sustain client retention or other crucial data (Mozeryte, 2019).
4) Consumer’s Awareness on AI being used for Digital Marketing
Although the use of AI in digital marketing is constantly growing, it seems that there are customers who are not
aware of technical breakthroughs and therefore lack knowledge on this topic. Contissa et. al. (2018) states that
consumers hardly know how they are being tracked and controlled by AI systems, which leaves them primarily in the
dark and unaware of how the system works. Moreover, individuals are unable to challenge the methods being used.
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By strengthening consumers' defenses, such as by shielding them from dishonest marketers or hostile business
activities, such tools may aid in the development of an effective consumer response. Likewise, Chen et. al. (2021)
findings show that consumers' perceptions of AI are multifaceted and dynamic, with an emphasis on usefulness and
emotions, including major comparisons and contrasts between AI and people. Consumers feel that artificial
intelligence in digital marketing is largely acceptable and inevitable, and that its ability to influence how they
evaluate goods or brands or how they behave as customers is only moderately affected. Customers also understand
and are aware that data collection enables artificial intelligence (AI) to serve them through personalization, yet
because AI is inherently incomprehensible, they feel used. This tension permeates data gathering situations. Real as
well as imagined loss of autonomy feeds these feelings of exploitation, which has significant cognitive repercussions.
One instance is the case of a German customer who, while not owning any Amazon Alexa gadgets, asked for his own
personal information from Amazon and obtained recordings of Alexa's processing of voice requests. A nearby
magazine tried to find the consumer whose privacy was violated after hearing the client's claim (Puntoni et al., 2020).
5) Strategies in improving the effect of AI being used for Digital Marketing
AI is currently entering a new era where it will help enterprises become more productive, efficient, and profitable.
According to Thiraviyam (2018), making the appropriate choices is essential for an effective marketing strategy that
helps a business succeed online. Maintaining communication with customers and keeping up with current social
trends are essential for a successful marketing strategy. As a result, a marketer may successfully promote his goods or
services and run his business effectively thanks to the strength of artificial intelligence systems in digital marketing
techniques. To forecast consumer behaviors, the researcher also suggests probability modeling and predictive
analytics. To seek prospective buyers who are more inclined to accept an offer, probability models are statistical
scores. It links client attributes to predicted actions. With this model, the target market and campaign objectives will
be specified, and the program will automatically suggest methods to achieve those results.
Meanwhile, another recommendation proposed by Nadanyiova et. al. (2021), is the successful integration of digital
marketing in accordance with company practices centered on the concepts and trends that are progressively
developing under the circumstances of the high-tech sector. It involves personalizing the advertising tools based on
the specific tastes of the brand's target consumers. More study of digital marketing as a means of gaining a
competitive edge is very desirable. Examining and contrasting the effects of AI in digital marketing and how
customers perceive it in specific industries would be useful.
Research Methodology
The study's research approach will be completely descriptive, with no elements of exploratory research. By gathering
quantitative data, descriptive research frequently aims to characterize a phenomenon or a collection of events.
Descriptive study encompasses a number of subcategories of research approaches, including questionnaire,
correlative study, qualitative research strategy, or textual analysis (Atmowardoyo, 2018). It is clear the project will be
a descriptive one as it will use a survey questionnaire as the main research tool to investigate the perspectives of a
large population regarding a certain topic or concern. The researchers will be able to construct a complete picture of
the present status of the sector and how it is regarded by evaluating how this data are being perceived by the
community with the help of descriptive statistics, correlational study and regression analysis. The primary source of
data collection is the survey questionnaire. The researchers will utilize this instrument to collect all primary data and
analyze it using the appropriate data analysis techniques. Meanwhile, secondary-based data will be collected through
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a wide collection of literature material that focuses on the variables of the topic through credible journal articles such
as international journals, journal of marketing, journal of latest technology in engineering etc., conference
publications such as the 27th International Joint Conference on Artificial Intelligence, online reports and other
publications that are available online. The secondary material will only be utilized for the literature review section of
the project whereas the primary data will be analyzed after the literature review, while also including arguments or
statements that support the analysis with secondary material, providing respondent’s insights and statistical results.
Since the project will be targeting the telecommunication industry, the respondents would consist of marketing
professionals, marketing managers, executives within marketing and sales department of the telecommunication
company and employees who work and conduct personal selling of the products of the few stated companies
operating in the Oman telecommunication industry i.e., Omantel, Ooredoo and Vodafone Oman. The population size
was counted to 60 since the telecommunication industry is the focused population in this study. By using the sample
size calculator, the researchers were able to compute the sample size as shown below:
Sample Size Calculation:
Confidence Level = 90%
Margin of Error = 5%
Population Proportion = 50%
Population Size = 60
∴ Sample Size = 53
Therefore, at least 38 responses will be required for this research project. The sampling technique utilized will be
non-random sampling. Non-random sampling refers to a non-probability sampling where every individual belonging
to the specific demographic and has an equal opportunity to be selected when using the sampling approach.
Highlighting all members of the study population is the first phase of this procedure. Non-random sampling is
followed by determining the necessary number of participants in a manner that ensures everyone has an equal
opportunity of being a participant. However, not everyone within the population will have a chance to answer the
survey questionnaire.
Test for Validity and Reliability

According to Bolarinwa (2015), although the reliability and validity of research equipment, particularly surveys
have been shown to be crucial in several research projects. Researchers in the behavioral and social sciences in
developing nations do not frequently measure these variables. This has been connected to the lack of understanding
of these assessments. Surucu and Maslakci (2020) defines validity as an indicator of how effectively a measuring
tool performs its stated purpose, and it deals with whether the tool measures the conduct or attribute that it is meant
to be evaluated whereas reliability is a measure of how stable a set of values determined are when they are acquired
through successive measurements using an identical measuring tool and the same environmental conditions. In
addition to being a characteristic of the measuring device, reliability is also a characteristic of the outcomes of the
instrument being measured. However, Mohajan (2017) states that, a researcher's results' reliability and validity may
be endangered by several elements. One of those is error. Therefore, when planning and carrying out
research studies, researchers need to be aware of potential sources of inaccuracy. The primary causes of research
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mistakes can be found in the negligence on the part of the researcher, the study respondents, the social environment,
and the data gathering and analysis procedures. Practically, at every stage of the research process, a project's validity
and reliability are at risk. Since it can never be completely removed, a researcher must do everything in their power
to reduce the risks as significantly as possible. For the purpose of testing the validity, the researchers provided the
survey questionnaire to three subject-matter experts with in-depth experience of survey procedures. They understood
the survey's questions, and neither the grammar nor the sentence structure contained any errors. However, it was
suggested that the survey be conducted online since it is more effective and the online survey technology itself
can summarize the data provided by the respondents rather than having to manually do it for each response.
Whereas, for the reliability testing, the questionnaire was distributed to 7 individuals who had a good understanding
on the subject and rated each question based off a 5-point scale. The scaling is as follows:
1: Not Reliable
2: Low Reliability
3: Moderate
4: Likely Reliable
5: Highly Reliable
The below table, with the help of Excel, depicts the Cronbach’s Alpha for the test of validity and reliability.
Respondent Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Total

1 3 2 2 3 2 3 3 1 2 1 2 24
2 4 4 3 2 2 4 3 2 2 2 2 30
3 3 2 4 3 3 3 4 2 1 1 3 29
4 3 3 4 3 3 3 3 3 3 3 2 33
5 2 3 3 2 2 3 4 2 2 1 2 26
6 3 2 2 2 2 3 3 2 2 2 1 24
7 3 3 2 4 3 4 4 3 2 1 1 30
Sum of Total Variance 11.66667
Variance 0.333 0.571 0.809 0.571 0.285 0.238 0.285 0.476 0.333 0.619 0.476 4.52381
Cronbach’s Alpha 0.673469
Fig.1.3 Cronbach Alpha of Survey Questions
Cronbach Alpha Calculation:
𝑘 𝑆𝑦2 −𝑆𝑆𝑆 𝑆𝑖2

𝛼=� ��
𝑘−1 𝑆𝑦2
k = 11
k – 1 = 11 – 1 = 10
𝑆𝑦2 = 11.66667
𝑆𝑆𝑆 𝑆𝑖 2 = 4.52381
11 11.66667−4.52381
∴𝛼=� �� = 0.673
10 11.66667
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A score of 0.673 is obtained for Cronbach's Alpha. Validity and reliability are considered satisfactory when the
Cronbach's alpha score is between 0.6 and 0.8 (Raharjanti et al., 2022). Hence, the researchers conclude that the
survey questionnaire has an acceptable internal consistency, making it a reliable source for data collection required
for this study.
Presentation and Analysis of Quantitative Data
1. Demographic Data Analysis
Section I of the questionnaire was based on the demographic data of the respondents. Total number of demographic
related questions were 5. The questions asked were of the respondents’ age, their nationality, gender, educational
level and lastly, their level of income. The following data will be presented using descriptive statistics with its
frequency and percentage.
Question 1: What is your age?
Age Frequency Percentage

20-27 9 22%
28-35 11 26.8%
36-43 15 36.6%
44-51 6 14.6%
52-59 0 0.00%
60 and above 0 0.00%
Total 41 100%
Table 1. Age Distribution
Table 1 portrays six categories of age that is used to segment the data, which are 20–27, 28–35, 36–43, 44–51, 52–
59, and 60 and over. The last two age ranges— 52-59 and 60 and over have no frequency, which means that there
are no respondents who fall into those age ranges. It is observed that the age range of 36 to 43 has the greatest
proportion at 36.6%, followed by the age range of 28 to 35 at 26.8%. The percentages for the age ranges 20–27 and
44–51 is 22% and 14.6%, respectively. Because prime age employees (those between the ages of 25 and 49) tend to
save more than younger workers (15 to 24), the growing working-age population—particularly the number of
youthful age workers—would lead to more accumulation of financial assets and capital. Employees in their prime
tend to be more productive than younger employees, which increases their likelihood of making higher salaries as
well. Hence, due to the fact that most workers in Oman are in their prime years of age, there are no respondents who
are older than 51 in this survey questionnaire (Islam, 2020).
Question 2: What is your nationality?
Nationality Frequency Percentage

Omani 32 78%
Non-Omani 9 22%
Total 41 100%
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Table 2. Nationality Distribution
Based on the data in Table 2, it is seen that out of the 41 total respondents, 78% are Omani nationals, while the
remaining 22% are expatriates. In this demographic, the Omani nationality is most prevalent. One main reason is
due to Omanization. Establishing nationalization objectives and targets for every business sector and governmental
body, the Omanization program was launched by the Omani government with the aim of adjusting Omani workers
and reducing foreign employment in both the public and commercial sectors (Said et al., 2020). According to De
Bel-Air (2018), more than 115,000 overseas workers left Oman as a result of the Omanization drive between March
of 2016 to March 2018, which raised concerns about an economic collapse in the Sultanate of Oman. More
specifically, as businesses look for ways to reduce costs, high-paid expatriates are now becoming a target. This
explains as to why there’s a huge difference between Omani and Non-Omani workers within the industry (De Bel-
Air, 2018).
Question 3: Please specify your gender.
Gender Frequency Percentage

Male 28 68.3%
Female 13 31.7%
Total 41 100%
Table 3. Gender Distribution
In Table 3, according to the given data, it is clear that there exists a gender gap in Oman's telecommunications
industry. In this sector, male employees are more in number and make up a sizable portion of the labor force.
Despite female workers being represented, they are comparatively less in proportion to male employees. Because of
societal conventions and cultural opinions, women in Oman prefer not to work within other industries when it comes
to employment in the private sector (Mansour et al., 2020). However, the ratio of women workers are more
than males in service sectors including social services, medical care, and teaching. They make up 88% of the
nation's artisans and are heavily represented in the retail industry. Comparative to adult males in Oman, some
women are also setting the bar for entrepreneurship by operating their own enterprises (Liloia, 2022).
Question 4: What is your educational level?
Educational Level Frequency Percentage

High School Certificate (Secondary Education) 2 4.9%
Foundation Degree 0 0.00%
Diploma 9 22%
Bachelor’s Degree (BA or BSc) 23 56.1%
Master’s Degree (MA or MSc) 7 17.1%
Doctorate (PhD) 0 0.00%
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Total 41 100%
Table 4. Educational Level Distribution
The data as a whole show that almost all of the survey respondents achieved higher education levels. 17.1% of
respondents have earned a master's degree, while 56.1% have a bachelor's degree. This signifies that the population
under study has an acceptable amount of high-level education. According to an employer survey conducted by
International Labour Organization (2022) regarding skills required in the Oman labor market, in terms of education,
91% of international and 80% of Omani employees in the private sector, in 2019 had a high school degree or less,
showing that the industry is primarily poor-skilled. Instead, it is observed that higher educated people seem to
gravitate towards working in government or public sector related positions.
Question 5: What is your level of income?
Level of Income Frequency Percentage

Less than 1000 R. O 26 63.4%
1,000 – 5,000 R. O 14 34.1%
6,000 – 10,000 R. O 1 2.4%
More than 10,000 R. O 0 0
Total 41 100%
Table 5. Income Level Distribution
Overall, the data shows that Oman's telecommunications sector has a significant revenue gap. The majority of
workers make comparatively modest earnings, with 63.4% making less than $1,000 monthly. Furthermore, the
scarcity of those making above 10,000 R. O. suggests that there aren't many high-paying job positions within the
industry. According to the findings of a study conducted by Mubarak & Khudhuri (2020), due to the unstable nature
of staff performance in Oman's private sector and the absence of professional growth opportunities
including appealing wages and benefits, 42% of employees are eager to quit their jobs. A corporation must maintain
efficient operations and high levels of staff performance in a marketplace that is competitive by providing high
wages that support the employees.
2. Statistical Analysis of Demographic Data
Statistical Measures Nationality Gender Educational Level

Mean 1.219512195 1.317073171 3.87804878
Standard Error 0.065445892 0.073576113 0.12195122
Median 1 1 4
Mode 1 1 4
Standard Deviation 0.419058177 0.471116991 0.780868809
Sample Variance 0.175609756 0.22195122 0.609756098
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Kurtosis -0.023054431 -1.40454687 3.406578785

Skewness 1.407307199 0.816390391 -1.104095638
Range 1 1 4
Minimum 1 1 1
Maximum 2 2 5
Sum 50 54 159
Count 41 41 41
Largest (1) 2 2 5
Smallest (1) 1 1 1
Confidence Level (95.0%) 0.132271082 0.148702871 0.246472609
Table 6. Descriptive Statistics of Nationality, Gender and Educational Level
Nationality: The mean nationality score is 1.2195, indicating that, on average, the participants' nationalities are
closer to 1 (Omani). The standard error of 0.0654 suggests that the mean nationality score is estimated with some
level of uncertainty. The mode is also 1, indicating that the most frequently occurring nationality score is 1 (Omani).
The standard deviation of 0.4191 suggests that there is some variability in the nationality scores and the sample
variance of 0.1756 indicates the dispersion of the nationality scores around the mean. Kurtosis is connected to a
distribution's tail, shoulder and peak. It often rises with peak height and falls in flatness (Cain et al., 2016). The
kurtosis value of -0.0231 suggests that the distribution of nationality scores is close to a normal distribution i.e.,
mesokurtic whereas the skewness of 1.4073 indicates that the distribution of nationality scores is positively skewed.
Gender: The mean gender score is 1.3171, suggesting that, on average, the participants' genders are closer to 1
(Male). The standard error of 0.0736 indicates some uncertainty in estimating the mean gender score. When the
kurtosis of a normal distribution is 3, it is said to be mesokurtic. The kurtosis is regarded as platykurtic where it’s
less than 3, where platy means "broad" or "thin-tailed" (Kallner, 2018). The kurtosis value of gender score is -
1.4045, meaning it is having lighter tails compared to a normal distribution. The skewness of 0.8164 indicates a
slight positive skew in the distribution of gender scores.
Educational Level: The mean educational level is 3.8780, suggesting that, on average, the participants have a
slightly higher educational level. The median educational level is 4, implying that most of the participants have an
educational level of 4 (Bachelor’s Degree) or lower. The kurtosis value of 3.4066 suggests that the distribution of
educational level scores is leptokurtic, meaning the kurtosis is more than 3 and has heavier tails compared to a
normal distribution. The skewness of -1.1041 indicates a moderate negative skew in the distribution of educational
level scores, which highlights risks. The range is 4, meaning that the educational level scores vary from the
minimum of 1 (High School Certificate) to the maximum of 5 (Master’s Degree).
3. Multiple Choice Questions Analysis
Section II of the questionnaire involves questions with multiple choices or options for the respondents to choose
from based on their thoughts and perceptions. The total number of multiple-choice questions are 10 and they were
framed on behalf of the four objectives that the researchers proposed in chapter 1.
Objective 1 Questions:
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Question 1: "AI is being implemented in marketing to predict how customers would react to certain
products."
Choice Frequency Percentage

True 38 92.7%
False 3 7.3%
Total 41 100%
Table 7. Responses on AI being implemented in marketing to predict how customers would react to certain products.
Table 7 results demonstrate that 38 out of 41 those who responded, or 92.7% of those surveyed, approve of how AI
is being utilized by marketing to figure out how buyers will react toward specific items. This substantial amount
demonstrates that the utilization of AI for marketing purposes has become widely accepted and known. The huge
amount of "True" responds indicate that artificial intelligence (AI) tools are starting to grow increasingly common in
the promotional sector. According to Ljepava (2022), data used for marketing purposes are frequently unorganized.
Social media postings, behavioral data, usage of apps, transactions and purchase history, and browser history are all
possible sources of marketing data. It comes in a variety of types, from textual details to photos and video elements.
AI may classify customers into different categories based on their online conduct, tastes and preferences
including prior purchases using behavioral patterns, supporting information-driven marketing approaches such
as context-based advertising powered by algorithmic forecasting.
Question 2: Through which methods is AI being applied within the company in facilitating digital marketing?
Methods in applying AI to facilitate Digital Marketing

No. of Responses
0 5 10 15 20 25 30 35 40
Chatbots 25
ML 7
CRM 34
Automation 2
AI Applications
Digital Personal Assistant 10

Sales Forecsting 13
Personalization 10
Email Marketing 15
Content Generation 5
Image Recognition 6
Lead Generation 1
None of the Above 1
Other 1
Fig. 1.4 Responses on methods of applying AI to facilitate digital marketing
Firstly, according to 25 replies, chatbots remain among the most extensively used AI applications for digital
marketing. To improve all aspects of customer service, chatbots offer automated customer care, responding to
queries and aiding consumers in real-time. The use of machine learning (ML), which has seven responses, is another
important technique. Corporations can examine vast amounts of client data using ML algorithms to gain insights for
niche marketing strategies. Companies may increase client categorization, optimize ad placements, and forecast
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customer behavior by utilizing ML, thereby increasing the successful outcome of their marketing initiatives. Client
relationship management (CRM) systems (34 responses), which use AI to manage and analyze client relationships,
automating follow-up with leads, and customize marketing communications, are among the other significant
applications. Users may browse through digital marketing content with the assistance of personalized digital
assistants (10 replies), which increases engagement and conversions. Furthermore, companies can predict future
sales sequences and adjust their approach to marketing by using sales forecasting (13 replies) based on AI
computation. The reason as to why majority of respondents are using CRM is because when CRM is AI-enabled,
marketing leaders are better equipped to concentrate on development and seek for trends that aid in creating fresher
ideas to satisfy even the most basic needs of clients and subsequently provide value and long-term growth for the
business. AI not only provides the marketing staff with all the details they need about the consumers, but it also
analyses data in a way that reveals the needs, wants and demands of the customers. Based on this, when advertising
initiatives are carried out, the reaction is such that it could enhance the company's investment returns and also
stimulate aspects which include strengthened purchasing behaviors, greater sales, and successful targeting and
positioning (Tahir et al., 2021).
Question 3: What is the status of AI adoption in the company to ease digital marketing operations?

The company is already utilizing AI. 8 19.5%
The company is in the process of implementing AI. 23 56.1%
The company has plans to implement AI in the future. 7 17.1%
The company has no plans to adopt AI. 3 7.3%
Total 41 100%
Table 8. Status of AI adoption in telecommunication companies
According to the information that has been laid out, various companies are at numerous phases of adopting AI to
streamline their online advertising processes. 19.5% of the studied organizations are currently implementing AI,
while 56.1% are in the early stages of doing so. Also, only 7.3% of organizations have no intention of using AI,
while 17.1% of them have ambitions to do so because of a lack of funds, concerns about how it will impact staff
members, or a lack of understanding. These numbers show a substantial interest in and understanding of the
conceivable advantages that AI may offer to digital advertising operations. According to research done by PwC
(2022), the financial industry represents the countries of the Middle East biggest opportunity for implementing AI. It
is predicted that only 14% of the region's total predicted AI investment will go towards developing artificial
intelligence (AI) solutions in telecommunication industry. However, industries of manufacturing and public services,
such as healthcare and education are prioritized first and expected to invest more by 2030. This serves a reason as to
why majority of the companies are still in the development process of implementing and utilizing AI.
Question 4: Advantage 1 - "Applying AI into digital marketing will enhance and obtain more data on
consumer's behavior."
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Options Frequency Percentage

Strongly Disagree 2 4.9%
Disagree 2 4.9%
Neutral 11 26.8%
Agree 23 56.1%
Strongly Agree 3 7.3%
Total 41 100%
Table 9. Responses on Applying AI into digital marketing to enhance and obtain more data
As seen in Table 9, strong agreement and agreement responses predominately indicate that respondents agree in
general that AI has a good influence on gathering consumer behavior data for use in digital marketing. The idea that
AI might improve gathering data may be based on its capabilities to swiftly absorb enormous amounts of data and
produce insights that can guide strategies for marketing. Hence, using tools and methods from digital marketing to
change consumer behavior has become a normal practice. The application of AI in digital marketing helps to reach
core goals and objectives of marketing while lowering overall advertising costs and the amount of time needed to
deploy strategies (Khatri, 2021).
About 26.8% of survey participants chose the neutral alternative. This classification denotes a lack of conviction or
doubt regarding the influence of AI on digital marketing. This might be due to a number of reasons, such as lack of
knowledge with applications of AI or the need for more details to make a firm judgement. Lastly, the small
percentage of responses expressing disagreement emphasizes the significance of resolving privacy and ethical issues
related to AI-driven collection of data. Although one of the biggest benefits of personal information may be the in
the field of advertising, its applications go well beyond this. To oppose this disagreement, it is important to note that
AI systems are better equipped to gain insight from data collected and modify their actions when additional and
richer user information is provided (Bartneck et al., 2020, pp. 61–70).
Question 5: Advantage 2 - "Lower expenditure and increased earnings are the primary advantages in
implementing AI to assist digital marketing."

Disagree 6 14.6%
Neutral 17 41.5%
Agree 16 39%
Total 41 100%
Table 10. Responses on lower expenditure and increased earnings being the primary advantages in implementing AI
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One of the main benefits of implementing AI is lower costs. Diverse viewpoints on this benefit were expressed by
the respondents. Even though a sizable majority of respondents (41.5%) indicated neutrality, a total of 53.7%
objected with the statement. This suggests that there is significant skepticism among a significant portion of
participants regarding the ability of AI to reduce costs. This may be the case given that obtaining reliable data for AI
technology requires significant upfront expenses. Some companies that make up the telecommunications sector
apart from the big companies might not be able to afford this. For research and development (R&D) and practical
reasons, the high upfront expenses necessitate a sizeable monetary commitment, and accepting this risk in a market
that is highly competitive will raise the potential hazards of these expenditures (Regona et al., 2022). It is clear that
the opinions of respondents on the benefits of decreased costs and increased earnings as a result of the
implementation of AI vary widely. However, the most participants agreed with these benefits despite a sizeable
fraction of them expressing indifference. According to research done by Hang and Chen (2022), AI's data abilities
can help businesses by boosting sales and lowering expenditures. Their findings imply that AI may boost income by
enhancing employee efficiency, raising customer viewpoints, establishing competitive pricing, and developing
distinct resources. Additionally, AI may lower costs by improving productivity and minimizing risk factors.
Question 6: Disadvantage 1 - "A company can encounter changes that can have negative impact the more
dependent it is on AI systems."

Disagree 2 4.9%
Neutral 10 24.4%
Agree 24 58.5%
Total 41 100%
Table 11. Responses on AI having a negative change that can impact the company
A substantial majority of respondents, that is 68.3%, agree or strongly agree that such reliance on artificial
intelligence (AI) might have a negative influence within the companies. This indicates that people are generally
concerned about the possible negative effects of heavily relying on artificial intelligence technology for their
business operations. AI Technologies automates the monotonous tasks and demand less interaction with humans,
resulting in fewer employment, as the usage of AI systems rises in many industries. If employees believe they will
be substituted as a result of increased automation brought on by the use of AI, this might trigger a lazy attitude and
loss of motivation among the employees, leading to a negative impact on employees' performance, despite the fact
that an employee's acceptance is necessary for increased productivity brought on by digital transformation (Malik et
al., 2021). Just 7.3% of those surveyed voiced disagreement or severe disagreement, hence this statement involves
mixed opinions that cannot be clarified as it entirely depends on the respondent’s views and perceptions. Bankins
and Formosa (2023) argue that AI has a chance to increase some workers' sense of purpose at work through taking
on fewer fulfilling tasks for them and enhancing their abilities. However, it also has the potential to decrease others'
sense of purpose at work by introducing new repetitive duties, limiting autonomy for employees, and unjustly
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offering the upsides of AI beyond from those with fewer skills. This indicates that there will be huge and conflicting
effects of AI on meaningful labor in the future.
Question 7: Disadvantage 2 - "Implementation of AI can lead to lack of consumer trust due to privacy
concerns."

Disagree 5 12.2%
Neutral 9 22%
Agree 19 46.3%
Total 41 100%
Table 12. Responses on AI implementation leading to a lack of consumer trust
In Table 12, it is shown that the combined agreement percentage of 58.5% among the total 41 respondents,
demonstrates the pervasive concern over privacy or security concerns related to AI. According to Anant et. al (2020),
the sorts of data that consumers share—and with whom—are becoming increasingly conscious decisions. They're
more likely to divulge private information when it is required for them to contact with businesses. In contrast to
other relevant businesses, consumers feel more at ease exchanging data with companies in the medical and banking
sectors. In contrast, 12.2% disagreed and 7.3% strongly disagreed that the implementation of AI results in a loss of
customer trust due to privacy issues. These respondents most likely believe that AI technology is adequately safe
and reliable, or they might have distinct views on security and its significance in relation to AI. According to Kim et
al. (2021), there are a number of elements that have been found to boost trust in AI. Consumers react positively to
AI, for instance, when technology is used to assist analytical or scientific aspects of decision-making, but
less positively when the conclusions are more visceral and intuitive in nature.
Question 8: Are your consumers aware that the company is implementing AI (Artificial Intelligence) in digital
marketing operations?

Yes 20 48.8%
No 8 19.5%
Not Sure 13 31.7%
Total 41 100%
Table 13. Frequency of consumer awareness on AI being implemented in digital marketing operations
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In Table 13, it reveals that it may be deduced that 48.8% of consumers are aware of the company's use of artificial
intelligence in their digital marketing operations. 31.7% of respondents, a sizeable fraction, are unsure about the
implementation, nonetheless. In order to ensure that customers are informed, this suggests that the organization may
be able to enhance its communication and transparency surrounding the usage of AI. Given that 19.5% of consumers
are still unaware of the AI deployment, the business must spread information and raise awareness among this group
of customers.
Question 9: Has the company received any complaints regarding consumers personal data collection,
customer tracking, violation of consumer's privacy, etc.?

Yes 10 24.4%
No 21 51.2%
Not Sure 10 24.4%
Total 41 100%
Table 14. Frequency of complaints received by the company regarding collection of personal data
It is important to highlight that complaints about the gathering of personal data in the Omani telecommunications
industry are prevalent. Concerns regarding the privacy of their personal information are held by a sizeable section of
the customer base, as seen by the 24.4% of respondents who specifically referenced submitting complaints. It is
crucial that telecommunications providers address these issues and implement the necessary safeguards to secure
customer data. However, 51.2% of the respondents replied with a “No”, indicating that the company had not
received any filed complaints regarding personal data collection. This suggests that a majority of consumers within
the telecommunication sector in Oman have not faced any issues or concerns regarding the collection of their
personal data. There are a number of laws and rules that ban organizations from obtaining or utilizing data as it
might be confidential and personal. A study conducted by Belwal et al. (2020) found that while protection of
customers activities in Oman have been well-established for physical transactions, they are relatively young and
restricted for online sales. The consumer security regulations for online purchasing in Oman do not adequately
address many of the worldwide issues required to increase consumer trust and confidence within the digital realm,
despite the adoption of digital transaction regulations, laws governing consumer protection, and laws regarding
cybercrime.
Question 10: Which of the factors are not understood much by customers with AI implementation?
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Factors not understood by customers with AI

implemenation
Empathizing with AI applications 5
Trust and commitment between

29
customers and retailers online
Service Quality 15
Potential for AI based experience 11
0 5 10 15 20 25 30 35
Fig. 1.5 Responses on factors not understood by customers with AI implementation
Empathizing with AI applications (5%): Empathy plays a crucial role in understanding and effectively utilizing AI
applications. However, customers may not fully grasp the importance of empathy in AI systems. Empathy involves
the ability of AI to understand and respond to human emotions and needs. The use of AI in conjunction with a
customer-focused marketing strategy could appear counterintuitive. However, the reality is that automation, artificial
intelligence, and machine learning are essential for organizations today to translate data into sympathetic, customer-
centered experiences. AI-based marketing tools are scalable, flexible, and capable of deciphering the motivations
underlying customer interactions (Bhansali, 2022).
Trust and commitment between customers and retailers online (29%): Trust and commitment are critical factors in
the success of AI implementation, particularly in online retail settings. Customers may not fully comprehend the
importance of establishing trust and commitment with retailers when it comes to AI-driven systems.
Service quality (15%): Customers may not fully understand the impact of AI on service quality. AI can enhance
service delivery by automating tasks, personalizing experiences, and providing real-time support. However,
customers may not grasp the potential benefits and improvements in service quality that AI can offer. It is
understood that brand advantages and characteristics account for consumer loyalty and trust. Consumers who lack
confidence in a brand, are neither loyal to the company nor to its marketing initiatives. That is, loyalty, and
commitment is shown by returning customers, volume of business, and price flexibility. Brands appear in the
consumer's everyday life, and as a result of their mental and behavioral relationships with these elements, customers
gradually develop trust and loyalty towards them (Cardoso et al., 2022).
Potential for AI-based experiences (11%): Customers may not fully comprehend the potential for AI to create unique
and personalized experiences. AI can analyze vast amounts of data to provide tailored recommendations, anticipate
needs, and deliver immersive experiences. However, customers may underestimate the potential of AI in enhancing
their overall experience. Artificial intelligence (AI) is transforming consumer and brand interaction. The purchasing
cycle, buying habits, and customer service operations are just a few examples of how artificial intelligence (AI)
affects digital marketing operations within a company. A thorough understanding of the customer, including their
preferences and prior experiences, is essential for all these innovations to greatly improve the user experience. Since
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artificial intelligence (AI) systems can learn how to interact with customers with the help of data and customer
information, using AI may help and accelerate this expertise (Trawnih et al., 2022).
Presentation and Analysis of Qualitative data
Since no interview was conducted, the fourth and last objective had one open-ended question. The total amount of
responses collected for this open-ended question was 33 as the rest of the numbers were not willing to provide an
answer. The responses taken from this open-ended question will be used as our qualitative data, providing a
summary of the 33 responses and what statements were more common.
1. Summary of Responses
Objective 4 Question:
Question 11: What solutions or strategies can be proposed for companies planning to adopt AI for their
marketing operations?
Common Response 1: “Utilize AI to provide personalized product or content recommendations based on user
behavior.”
Out of 33 responses, this statement was stated repeatedly, making up 39.3% of the respondents. Businesses and
customers may both benefit greatly from using AI to deliver personalized product or content suggestions based on
user behavior. Decision-making based on data is made possible, customer engagement and involvement are
increased, and the consumer's environment is also improved. While "personalization" for marketers necessitates
making investments in CRM, advertising, scientific, and social networking software, businesses should understand
that the cost, which is privacy, must be endured because highly educated consumers will soon demand a superior
customer purchasing experience to deter them from exploring other competitors. The company may use solid
information provided by this level of personalization to create optimization algorithms that can save costs and boost
productivity (Pearson, 2019).
Common Response 2: “Ensure the data you collect is accurate, reliable, and complies with privacy regulations.”
A total of 27.7% of respondents replied with this response, emphasizing on data privacy. Accuracy, dependability,
and adherence to privacy laws must be prioritized by organizations when using AI for gathering data in digital
marketing. Companies may fully use AI while fostering client confidence by authenticating data, assuring its
dependability, and following privacy regulations. To guarantee the continued correctness, dependability, and respect
for privacy of acquired data, ongoing surveillance, evaluation, and audits for compliance should be essential
components of a company's information collecting strategy. There are a lot of ways that AI systems can affect
privacy, although not always in the manner that one might expect. Elliott and Soifer (2022) have claimed that
privacy in and of itself is basically about having an interest in how others view certain things but AI systems cannot
generate the kinds of impressions that might obstruct this interest. Hence, businesses need to be mindful that the
inclusion of a lot of personal data in AI systems does increase the danger that confidentiality will be breached if that
data is viewed by a being that can develop perceptions based on it.
Common Response 3: “Using AI to improve customer communication.”
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The remaining 21.21% of respondents proposed recommendation of utilizing AI to improve communication with
customers. AI has the power to completely transform how consumers interact by providing personalized
experiences, facilitating quick responses, and providing insightful data on consumer behavior. Businesses may
improve consumer satisfaction, create lasting connections, and get a competitive advantage in the market
by utilizing AI technology efficiently. To fully reap the rewards of AI in customer interactions, organizations must
overcome obstacles relating to privacy, preserving human contact, training, and connectivity. According to Andrade
and Tumelero (2022), the AI chatbot application is forceful, effective, and quick, operating with agility, availability,
and convenience, without interruption, it helps to improve customer service and communication. With the intention
of helping as many people as possible, it eventually addresses straightforward and standardized questions. It
functions as the initial service tier and has quick, highly objective, and resolute connections. The AI
powered chatbot services has decreased wait times at customer support centers, allowing human agents to address
challenging issues and improving the efficiency of services.
Correlation Analysis
Question 3 Question 4
Question 3 1
Question 4 -0.07542 1
Table 15. Correlation of Question 3 and 4
A statistical metric known as the correlation coefficient is frequently employed in research to demonstrate a link
between variables or to compare the degree of agreement between two separate techniques. A correlation of -1 or +1
would allow us to accurately predict X from Y and vice versa (Janse et al., 2021). When a correlation coefficient is
close to 1, it denotes a strong correlation or complete positive link between the two variables. It implies that the
higher or lower an individual's score on one variable will be, accordingly, the higher or lower their score on the
complementary variable. A zero depicts no kind of correlation between the variables however, if the correlation is
below 0 or -1, it indicates a strong negative correlation or an inverse relationship between the two variables (Kumar
& Gautam, 2020). As seen in Table 15, the correlation between question 3 and question 4 is -0.075. Hence, it is a
negative correlation. To put it differently, if one of the variables rises, the second variable will fall, and vice versa.
This indicates that companies in the telecommunications sector who are still working in the progress of deploying AI
or not planning to implement AI at all risk lower improvements and less collection of data on consumer behavior.
Regression Analysis
Regression Statistics
Multiple R 0.075422502
R Square 0.005688554
Adjusted R Square -0.019806612
Standard Error 0.82025827
Observations 41
ANOV
df SS MS F Significance F
Regression 1 0.150 0.150 0.223 0.639303308
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Residual 39 26.240 0.672

Total 40 26.390
Coefficients Standard t Stat P-value Lower Upper Lower Upper

Error 95% 95% 95.0% 95.0%
Intercept 2.288 0.37 6.09 0.00 1.52 3.04 1.52 3.04
Question 4 -0.068 0.14 -0.47 0.63 -0.36 0.22 -0.36 0.22
Table 16. Regression Analysis
Summary of Findings
The multiple-choice questions in section II of the survey were centered on the four objectives that the researchers
had identified. The results presented several significant insights:
1. The use of AI in digital marketing: 92.7 percent of respondents within the telecommunication
industry were in favor of using AI to facilitate digital marketing to gauge consumer reactions to certain
marketing activities. This high approval percentage shows how well accepted and recognized the usage of
AI in digital marketing is. According to the report, 83% of the respondents regarded customer relationship
management (CRM) systems that employed AI as significant application to assist their digital marketing
operations. These tools provide lead follow-up automation, personalization of marketing materials, and
management and analysis of customer relationships. According to the results, 19.5% of
the organizations surveyed had already adopted AI while 56.1% were only starting out. These figures imply
that there is a lot of awareness of and curiosity in the potential advantages that AI may deliver for digital
advertising operations. However, 17.1% said they wanted to implement it but ran into problems such a lack
of financing, worries about how it would affect personnel, or a lack of knowledge since Oman is still in the
early stages of technological advancement and development with reference to its e-Oman initiative, Oman
Vision 2040.
2. Benefits and Disadvantage of AI in digital marketing: A majority of respondents concur that using AI to
acquire consumer behavior data for digital marketing is beneficial. Artificial intelligence (AI) is a useful
tool for directing digital marketing approaches because of its capacity to swiftly analyze large volumes of
data and produce insightful results. A major advantage of using AI, is cost reduction, as taken from the
literature review analysis. Although, many survey respondents are skeptical about this benefit. A substantial
majority declared themselves impartial, yet more than half disagreed with the assertion. Affordable AI
technology may be a barrier for some businesses, notably those in the telecommunications sector, because
there are up-front costs of gathering trustworthy data. The skepticism is influenced by the dangers
connected to these costs in a competitive market. Many respondents are also worried about the impact of a
company's significant dependence on AI. Artificial intelligence (AI) technologies may minimize human
contact and task automation, which might result in fewer job prospects.
3. Consumer’s Perception of AI: 48.8% of customers are aware that the industry uses AI in its digital
marketing strategies. This may indicate that a sizable section of the audience is aware of the use of AI. The
need for more communication and openness from the companies are highlighted by the fact that 31.7% of
respondents are uncertain about the its operation. Additionally, 19.5% of customers are still uninformed of
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the deployment of AI, highlighting the need for education and awareness-building among this customer
base. According to the 51.2% of respondents who indicated they weren't given any filed complaints; the
researchers were able to clarify that majority of Oman's telecommunication industry have not had any
issues or concerns about the collection of their personal data. There are still a few gaps that need to be
closed, nonetheless, in order to build client confidence in the digital environment. The findings also suggest
that most customers might not fully comprehend the value of building trust and loyalty with
telecommunication businesses. Additionally, they might not completely see the value of empathy in AI
systems or the possible advantages and enhancements in the level of service quality that AI can provide,
such as automating processes, customizing user experiences, and delivering assistance in real-time.
4. Strategy proposed for AI adoption in digital marketing operations - One repeating statement accounted
for 39.3% of the respondents. In making personalized product or content suggestions based on
user behavior, this remark underlined the potential advantages for both businesses and customers.
According to the respondents, using AI for making decisions through customer data analysis increases both
the entire customer experience and the involvement of customers.
Conclusion
In conclusion, the study results show that the telecommunications sector strongly recognizes and accepts the use of
AI in digital marketing. The majority of respondents said they were in favor of using AI to determine consumer
reactions and thought AI-powered CRMs were important tools for conducting digital marketing operations. Despite
some skepticism over cost reduction, the industry acknowledges the advantages of AI in digital marketing, including
its capacity to analyze massive amounts of data and lower expenses. Although a sizable portion of consumers are
aware of the usage of AI in digital marketing techniques, there is still a need for the companies to be more open and
transparent with their customers. To reach the section of consumers who are unsure or unaware of the deployment of
AI, educational and awareness-building initiatives are required. The total customer experience and consumer
engagement may be considerably enhanced by using AI for decision-making through the analysis of customer data,
according to the respondents.
Recommendations
Some recommendations that the researcher’s would like to propose for this research study are:
1. Embrace AI-powered CRMs: Companies should prioritize the adoption and implementation of AI-
powered Customer Relationship Management (CRM) systems.
2. Resolve monetary concerns: It's critical for businesses to inform decision-makers about the long-lasting
benefits and cost savings that AI may provide, despite the possibility that some may be skeptical about the
price reduction possibilities offered by AI in digital marketing.
3. Increase openness and transparency: Even if a sizeable part of customers is aware that AI is used in
digital marketing, there is still a need for businesses to be more forthright and transparent about their AI
practices.
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4. Personalized customer experiences: To offer personalized marketing experiences, use AI

to analyze consumer data and behavior trends. In order to customize content, offers, and suggestions based
on individual tastes, AI algorithms may segment the audience.
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An Evaluation on the Impact of Artiﬁcial Intelligence (AI) in Facilitating Digital

Article · June 2023

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GSJ: Volume 11, Issue 6, June 2023, Online: ISSN 2320-9186

Objectives of the Study

Scope of the Study

Limitations of the Study

Structure of the Research

Fig. 1.1 Structure of the Research

management, and building relationships with customers (Altarifi, 2020).

Fig. 1.2 Theoretical Framework

Confidence Level = 90%

Population Proportion = 50%

Test for Validity and Reliability

Respondent Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Total

Fig.1.3 Cronbach Alpha of Survey Questions

Cronbach Alpha Calculation:

𝑘 𝑆𝑦2 −𝑆𝑆𝑆 𝑆𝑖2

Presentation and Analysis of Quantitative Data

1. Demographic Data Analysis

Question 1: What is your age?

Age Frequency Percentage

Table 1. Age Distribution

Question 2: What is your nationality?

Nationality Frequency Percentage

Table 2. Nationality Distribution

Question 3: Please specify your gender.

Gender Frequency Percentage

Table 3. Gender Distribution

Question 4: What is your educational level?

Educational Level Frequency Percentage

Table 4. Educational Level Distribution

Question 5: What is your level of income?

Level of Income Frequency Percentage

Table 5. Income Level Distribution

2. Statistical Analysis of Demographic Data

Statistical Measures Nationality Gender Educational Level

Kurtosis -0.023054431 -1.40454687 3.406578785

3. Multiple Choice Questions Analysis

Choice Frequency Percentage

Methods in applying AI to facilitate Digital Marketing

Digital Personal Assistant 10

Fig. 1.4 Responses on methods of applying AI to facilitate digital marketing

Choice Frequency Percentage

Table 8. Status of AI adoption in telecommunication companies

Options Frequency Percentage

Options Frequency Percentage

Options Frequency Percentage

Options Frequency Percentage

Table 12. Responses on AI implementation leading to a lack of consumer trust

Choice Frequency Percentage

Choice Frequency Percentage

Factors not understood by customers with AI

Empathizing with AI applications 5

Trust and commitment between

Potential for AI based experience 11

Fig. 1.5 Responses on factors not understood by customers with AI implementation

Presentation and Analysis of Qualitative data