Acta logistica

logistica - International Scientific Journal about Logistics

Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh
https://doi.org/10.22306/al.v11i3.529 Received: 23 Jan. 2024; Revised: 26 July 2024; Accepted: 06 Sep. 2024

Managing the modification of digital marketing and logistics under the influence
of artificial intelligence
Hassan Ali Al-Ababneh
Zarqa University, Department of Electronic Marketing and Social Media, 13132 Zarqa, Jordan,
[email protected] (corresponding author)
Firas Jamil Alotoum
Applied Science Private University, Marketing Department, Faculty of Business, Al Arab st. 21-Amman,
11937 Amman, Jordan, [email protected]
Mahmud Agel Abu Dalbouh
Irbid National University, Department of E – Marketing and Social Communication, Irbid Amman International Road -
Near Naima Triangle, 21110 Irbid, Jordan, [email protected]
Olga Popova
Donetsk National Technical University, Department of Management and Financial and Economic Security,
Potebny str. 56, 43003 Lutsk, Ukraine, [email protected]
Ganna Myroshnychenko
National Aviation University, Department of Economics and Business Technologies, Liubomyra Huzara ave. 1,
03058 Kyiv, Ukraine, [email protected]
Mohamed Ibrahim Mugableh
Irbid National University, Department of Finance & Banking Science, P.O Box 2600, 21110 Irbid, Jordan,
[email protected]

Keywords: management, marketing, logistics, artificial intelligence.

Abstract: The purpose of the study is to develop a methodology for determining the modification of digital marketing and
logistics and the peculiarities of their management under the influence of artificial intelligence. A theoretical and
methodological analysis of existing research was carried out, relevance and purposefulness of the study is substantiated
on the basis of scientific generalization. It has been proven that the functioning of modern business is inextricably linked
with transformations, which characterized by the intense influence of artificial intelligence. Development trends have
been identified and a classification of the main artificial intelligence technologies has developed, which necessitate the
need for effective management of modifications in digital marketing and logistics of modern companies. Structured
indicators of the dynamics of development of digital marketing and logistics pressure the influence of artificial
intelligence. It is substantiated that the penetration of artificial intelligence into the management of digital marketing and
logistics of modern companies leads to their modification, which is due to the automation and optimization of business
processes. An economic and statistical analysis of the interdependence of trends in the development of digital marketing
and trends in the contract logistics market for the Gulf Cooperation Council was carried out. The interdependence is
determined and the main prospects for the development of digital marketing and logistics are argued in the context of the
impact of artificial intelligence. The results have practical value and can be used to formulate a methodology for managing
modifications in digital marketing and logistics of modern companies.

1 Introduction artificial intelligence technologies were available to very

The intensity of the processes of internationalization of large companies and holdings, but thanks to intuitive and
the world economy is characterized by the gradual creation accessible tools, every business segment has access to
of a single ecosystem of interaction and business them. The introduction of artificial intelligence directly
development, which is inextricably linked with the determines the modification of industries and entire
introduction of artificial intelligence technologies. Active companies, not excluding the marketing and logistics
penetration of artificial intelligence technologies into management system, which requires detailed research. The
various sectors of the economy determines their introduction of artificial intelligence technologies into the
transformation and improvement of business processes due business processes of modern companies significantly
to maximum automation. There is an urgent need to justify simplifies and optimizes activities, modifying them in
the modification of marketing and logistics under the accordance with technological characteristics. From
influence of artificial intelligence technologies, which is streamlining companies' operations and business processes
the focus of the study. It is important to note that previously to personalizing experiences, AI technologies are already

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Copyright © Acta Logistica, www.actalogistica.eu
 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

impacting businesses around the world, offering new worth paying special attention to the concept of marketing
opportunities for growth, efficiency, and innovation. and logistics management of companies as a single concept
The fulfilment of artificial intelligence technologies in that ensures the achievement of business goals and
the management of marketing and logistics significantly strategic objectives. To argue the main aspects of the
modifies, which confirms the relevance and necessity of functioning of marketing and logistics as a unified
this research. It is important to note that the intensity of management concept, the author conducted a critical
implementation of artificial intelligence technologies in all analysis of the scientific literature in this area and argued
business segments and directions in the world causes many the main scientific approaches and their specifics.
questions and modifications of these industries, which The relationship and importance of the marketing
requires detailed research and determination of key logistics strategy and the formalization of basic support
aspects. Given that a modern business cannot be presented methods and its implementation are emphasized in study
without an effective marketing and logistics system, the [1]. This approach justifies the consideration of the
introduction of these technologies generates many company's strategy as a single whole of marketing and
directions and activities that should be controlled to ensure logistics with the interaction that achieves the set goals.
effective management of the company as a whole. The Basic support methods and steps for implementing this
modification of marketing and the appearance of its new strategy are identified, but aspects of modification of
forms and tools directly affects the logistics processes by marketing and logistics management under the influence of
improving them based on the fulfilment of artificial artificial intelligence are not disclosed, which requires
intelligence. Artificial intelligence creates many improvement and expansion of the research area. The
innovative tools for organizing marketing efficiency from identification of key directions and prospects in the
communications to sales; helps improve logistics development of marketing and logistics is considered in
processes, inventory management, and delivery. All this scientific research [2]. Marketing and logistics formalize
significantly improves competitive positions in the global the statе, the state and prospects for development are
market and allows one to surpass the competition in a determined. This approach reveals the essence of the
particular niche, which determines the enormous demand concept of a unified approach to marketing and logistics
and interest in the introduction of artificial intelligence management, reveals its relevance and prospects, but the
technologies, which radically modify the activities of modification of marketing and logistics management,
companies. which is caused by the introduction of artificial intelligence
The growth of investments in technologies, their technologies, is not stated, which requires detailed study.
implementation and implementation in the most complex The scientific approach [3] deserves attention, which
areas of marketing and logistics of modern companies are emphasizes the role of marketing and logistics as a factor
due to the need to improve management efficiency, in the key strategic development of business structures.
optimize costs, minimize operational risks and increase This approach determines the need and relevance in
profitability. In this regard, artificial intelligence offers modern realities for the formation of a strategic approach
many tools for improving, developing and optimizing to managing marketing and logistics as a single goal, a
routine processes in achieving business tasks and goals, concept with the help of which competitiveness and
which determines the demand and relevance of these efficiency are ensured. Therefore, this approach is classical
technologies in business segments. Based on the above, in the formalization of the marketing and logistics system,
there is an urgent need to identify key aspects and changes but does not reveal the features of its modification under
in marketing and logistics management within the the influence of artificial intelligence, which requires
framework of the implementation of artificial intelligence, detailed study. The relationship and importance of using
which determines the conceptual need and relevance of marketing and logistics as a single whole concept of
research in this area. The study is aimed at identifying management in socio-economic systems is revealed in
trends in the modification of digital marketing and logistics study [4]. The main aspects of the organization of
under the influence of artificial intelligence. marketing and logistics are argued to ensure the efficiency
and optimality of business processes in socio-economic
1.1 Theory of development of marketing and systems, which is quite relevant and in demand in modern
logistics as a unified management concept conditions. However, this approach does not consider the
The functioning of modern business and its specifics and main aspects of modification of marketing
effectiveness largely depends on the management strategy, and logistics under the influence of various factors,
which should be based on marketing and logistics as a including artificial intelligence, which determines the
single management concept, but this was not always the relevance and need for further research. Attention should
case. Therefore, long-term development of modern be paid to study [5], which argues for the role of marketing
companies directly depends on the marketing and logistics and logistics in a modern company strategy. The key
management strategy, which determine the key aspects of the formation of a marketing and logistics
competitive areas in global markets. Based on this, it is management strategy in the context of digitalization and its
penetration into all business areas are argued. This

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Copyright © Acta Logistica, www.actalogistica.eu
 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

approach reveals the essence of the influence of digital technologies on marketing and its interrelated element of
technologies and tools on the marketing and logistics the strategy - logistics, which requires detailed research.
management system of modern companies, but no The features of the management of logistics centers and
attention is paid to the influence of artificial intelligence their key business opportunities based on the intercalation
technologies and the modifications that it generates, which of digital technologies are argued in study [8]. The key
requires improvement and further development of this aspects of an effective supply chain in maritime transport
direction. Having stated what has been presented, it should are identified, with an emphasis on the role of technology
be noted that there are many scientific approaches and and the digital component. The role of technology in
studies that determine and bring to light the need for an optimizing logistics business processes and ensuring their
integrated approach to managing marketing and logistics efficiency is highlighted, which is relevant and in demand
as a single system. This confirms the theoretical premises in modern conditions. However, it is important to note that
formed by the author and requires a detailed study of the this approach does not consider logistics in connection with
features of modification of marketing and logistics under marketing based on the introduction of technologies based
the influence of the processes of introducing artificial on artificial intelligence, which requires improvement and
intelligence. improved research. The functioning and main aspects of
organizing marketing and logistics under the restrictions
1.2 Theoretical aspects of marketing and logistics caused by pandemics are disclosed in scientific sub-section
management under the influence of artificial [9]. The vision of this approach is that it states the facts
intelligence that, despite the restrictions and many obstacles, such
Optimization and the need to automate existing sectors of the global economy as marketing and logistics
business processes of companies is due to the growing role they did not stop developing, but rather transformed and
and penetration of artificial intelligence technologies into grew through scaling, which is provided by technologies,
all areas of activity. The efficiency of marketing and including artificial intelligence. It is important to note that
logistics ensures competitive positions and business the features of these transformations of marketing and
scaling opportunities, which are ensured by the logistics under the influence of artificial intelligence in
introduction of innovations, technologies and tools that are terms of strategic management are not taken into account,
based on artificial intelligence. Arguing the above, it is which requires further research. Non-standard approach
necessary to analyse the literature and research in the field [10,11], which highlights the mode of logistics distribution
of introducing artificial intelligence into the marketing and of e-commerce in the context of big data. The results of this
logistics management system of companies, to highlight study highlight the role of logistics in e-commerce, which
the main directions, prospects and issues. is based on technology and ensures the effectiveness of
A systematic review of the literature regarding the company marketing. These aspects of the study are aimed
implementation of artificial intelligence in marketing, at formalizing the process of logistics distribution, but do
stated by a group of scientists [6]. This approach argues for not reveal the main aspects associated with artificial
the main directions of scientific approaches and methods intelligence technologies, which require detail and
in terms of studying the introduction of artificial development.
intelligence in marketing. Attention is focused on the main Having stated the above, it should be noted that the
directions of marketing activities of companies that are intensity of technology development and its penetration
subject to transformations under the influence of artificial into all sectors of human life raises the need to revise
intelligence. The need for the introduction of artificial existing management techniques, which should take into
intelligence technologies with the argumentation of key account many factors. The intercalation of artificial
tools has been identified, but a comprehensive approach to intelligence technologies in the process of marketing and
studying not only the features of implementing these logistics requires their modification and requires
technologies in marketing, but also its modification, which operational management, taking into account the
requires management and selection of mechanisms to fulfillment of business goals and the achievement of
ensure efficiency, has not been disclosed, which requires strategic objectives. Based on the results of a critical
improvement and detailed study. The role and influence of analysis of scientific approaches, it should be noted that
information technologies on electronic marketing is argued there is no single view and approach to the study of
in study [7]. The importance and necessity of introduction artificial intelligence and the characteristics of its influence
information technologies and their innovative tools in the on the management process. In contemporary conditions,
electronic marketing strategy, as its key component, is there is an urgent need to formalize the main aspects of
determined. This approach argues for the role of innovation marketing and logistics management of companies under
and information technology in marketing strategy, which is the influence of artificial intelligence technologies, which
important in modern conditions, especially when forming determines the relevance and purpose of this research.
a company’s development strategy, but does not reveal the
features of the influence of artificial intelligence

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Copyright © Acta Logistica, www.actalogistica.eu
 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

2 Methodology and logistics under the influence of artificial intelligence is

2.1 Peer review process a critical assessment of the source data in terms of their
The intensity of development of innovative reliability and scientific validity, which in statistical
technologies, tools and techniques that are based on modeling is implemented by methods of a priori analysis,
artificial intelligence have a tremendous inspiration on the including: 1) identification economically justified and
business processes of companies and requires detailed significant cause-and-effect relationships between the
research and formalization of management methodologies. elements under study in this case, marketing and logistics;
Taking into account the presented information, the key 2) assessment of the homogeneity of the study population;
goal of the study is to extension a methodology for 3) analysis of the nature of the distribution of the
determining the modification of digital marketing and population according to the characteristics being studied.
logistics and the features of their management under the One of the fundamental prerequisites for conducting
influence of artificial intelligence. To determine existing scientifically based statistical analysis, which adequately
approaches in the literature, theoretical and methodological reflects cause-and-effect relationships and dependencies,
analysis was applied, on the basis of which the demand and trends in the development of digital marketing and logistics
necessity of this study was determined. A classification of and their modification under the pressure of artificial
the main technologies of artificial intelligence has been intelligence in dynamics, is the homogeneity of the
developed in the context of its implementation in the statistical population. An important prerequisite for
marketing and logistics processes of companies, which obtaining scientifically based results of statistical analysis
helped highlight development trends. In order to fulfill the and modeling is testing the hypothesis that the distribution
assigned tasks, the study used a tool for economic and of empirical data is close to the normal law (1):
statistical analysis of the interdependence of digital
marketing development trends and contract logistics Х М Ме (1)
market trends for the Gulf Cooperation Council. It is
important to state that the analysis and synthesis of the One of the disadvantages of this approach to assessing
dynamics of statistical data on the development trends of the nature of the distribution is the presence of subjectivity
digital marketing and the contract logistics market of the in the analysis of the sufficiency of the deviation value Х
Gulf Cooperation Council (GCC). Represents the final from М and Ме in this case, modification of the
stage of statistical research, which allows us to determine management of digital marketing and logistics under the
conceptual conclusions and justification of the put forward pressure of artificial intelligence. Any population under
theoretical hypotheses and prerequisites for further study, along with the values of features formed under the
practical recommendations for patterns of the studied pressure of indicators directly characteristic of the object
phenomena in marketing and logistics of companies. being analyzed, may also contain the values of factors
The parsing is a method of scientific research into obtained under the influence of other factors not
trends in the development of digital marketing and logistics characteristic of the object being studied, the so-called
under the influence of artificial intelligence. Economic- anomalous observations. When analyzing dynamic
statistical analysis and its implementation is characterized information (trends in modification of digital marketing
by the fact that it ensures the development of a and logistics under the pressure of artificial intelligence),
methodology that is based on the widespread use of the most widely used method for identifying anomalous
traditional statistical and mathematical-statistical methods observations, based on the definition of q - statistics,
in order to control the adequate reflection of the studied proposed in the work of Khan G. and Shapiro S. [11,12]
processes of implementation of artificial intelligence in the (2):
marketing and logistics of companies.
The objectives of the analysis are to determine and (2)
evaluate the specifics of modification and management
features of digital marketing and logistics trends under the Where, Yt – individual levels of the series; - average
influence of artificial intelligence, by studying their level of the row; σy is the standard deviation of the
dynamics, structure and determining relationships and empirical values of the series levels from their average
patterns, trends in development. Determining tendency in level. To analyze the dynamics and trends in the
the evolution of digital marketing and logistics, their development of digital marketing and logistics under the
modification is inextricably linked with data analysis, influence of artificial intelligence, as time series, a method
qualitative analysis of the essence of trends, structuring the based on the definition of λ statistics was used to identify
basic directions of development and introduction of anomalous observations (3):
artificial intelligence technologies, determining
| |
relationships and dynamics. (3)
The key stage of conducting statistical research on the
information base on the development of digital architecture

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Copyright © Acta Logistica, www.actalogistica.eu
 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

If the calculated value exceeds the critical level (with a role in driving this growth. There are many benefits of
given level of accuracy and number of observations), then artificial intelligence in digital marketing and logistics,
the calculated value is considered anomalous. The some of which include: the ability to automate processes,
proposed methods and approaches for designation effectively manage customer relationships, and
tendency in the introduction of digital marketing and continuously improve operational strategies [12]. Taking
logistics under the pressure of artificial intelligence will into account the above, it should be noted that the strategy
allow us to argue for key trends in development and will of modern companies is complex and multifaceted, as it
allow us to determine their modification. includes many areas, tools, features and specifics of
activity, which should be directed as a single system to
3 Result and discussion achieve business goals and objectives. Based on this, the
The introduction of artificial intelligence and its key introduction of artificial intelligence technologies into the
technologies and tools in contemporary conditions strategic management of digital marketing and logistics
significantly facilitates companies in the process of cannot be ignored, as it ensures promising growth and an
studying their consumers, determining their demand, increase in the level of competition and business
values and behavior. One way this is particularly useful in scalability. Taking into account what has been presented, it
digital marketing and logistics is through customer is necessary to consider in detail the main technological
recommendation systems, which can include automated aspects of the introduction of artificial intelligence into
and personalized logistics service options, as well as digital digital marketing and logistics of companies and the main
marketing efforts such as targeted newsletters and modifications that they introduce [13,14]. Artificial
advertisements. The global rise in the use of digital intelligence plays an important role in the activities of
marketing, coupled with the adoption of machine learning contemporary companies, regardless of the segment and
techniques in logistics, is significantly influencing several specifics of the activity. Based on this, the author
industries. Advanced technologies using artificial consolidated information regarding the importance of
intelligence are part of Industry 4.0 and play an important artificial intelligence in the strategic management of
modern companies, which is presented in Figure 1.

120,00%
Positive effect of artificial The use of artificial
Artificial intelligence as a intelligence in company intelligence technologies in
conceptual part of the strategy; 80,00% mobile devices; 97,00%
100,00%
company’s strategy;
61,00% Optimization of business
80,00% processes based on artificial
intelligence technologies;
57,00%
60,00% Increasing company
productivity by modifying
strategy using artificial
40,00% intelligence; 45,00%

20,00%

0,00%
0,00% 100,00% 200,00% 300,00% 400,00% 500,00% 600,00%
The importance of artificial intelligence in the strategic management of modern companies
Figure 1 The importance of artificial intelligence in the strategic management of contemporary companies

Based on what has been presented, it is important to companies. Based on what has been presented, it is
state that artificial intelligence technologies are becoming important to state that artificial intelligence technologies
more accessible every day and are being used in every are becoming more accessible every day and are being used
sector of the global economy. The information presented in every sector of the global economy. The information
confirms that technologies are reflected in all business presented confirms that technologies are reflected in all
processes of companies and lead to their modernization and business processes of companies and lead to their
modification, thereby ensuring economic growth, modernization and modification, thereby ensuring
efficiency and profitability. Based on this, to determine the economic growth, efficiency and profitability. To justify
features of modernizing the management of trends in the demand and relevance of the introduction of artificial
digital marketing and logistics of companies, it is necessary intelligence technologies, the author has structured the key
to consider the classification of the main technologies of advantages of these technologies for contemporary
artificial intelligence and their introduction in the strategic business, which are presented in Figure 2.
management of marketing and logistics of contemporary

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Copyright © Acta Logistica, www.actalogistica.eu
 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

Solving complex problems

Artificial intelligence technologies use machine
learning and deep learning to solve complex Improving business efficiency
problems just like humans do. Artificial Artificial intelligence works around the clock and
intelligence can process large amounts of data, without loss of productivity and completes manual
identify patterns, identify information and provide tasks without errors. This aspect is increasing interest
answers. With the help of artificial intelligence in these technologies in the context of saving time,
technologies, it is possible to solve problems in resources and optimizing routine complex processes.
various fields by installing the necessary
algorithm.

Effective solutions Automation of business processes

Artificial intelligence can use machine learning to With the help of machine learning, artificial
analyze large amounts of data faster than any intelligence is trained to accurately and quickly
human. Artificial intelligence platforms can perform tasks in order to increase business efficiency
identify trends, analyze data and make by automating those areas that are difficult or boring
recommendations, and by predicting data, Artificial for employees to work with. In addition, through
intelligence can help you choose the best course of automation, artificial intelligence frees up employee
action. resources to do more complex and creative work.

Figure 2 Structuring the key advantages of introducing artificial intelligence technology into digital marketing and logistics
of contemporary companies

The introduction of artificial intelligence technologies companies. It is important to note that today digital
significantly optimizes the existing business processes of marketing has long been ahead of classical marketing, and
contemporary companies through automation, machine artificial intelligence has transformed and brought the
learning and increasing their effectiveness, which is entire industry to a new level based on the introduction of
actually the reason for the wide range of their application, these technologies [15,16]. This modification of digital
which leads to transformation processes and modifications marketing and the intensity of introduction processes are
of a particular industry. Based on this, to determine the characterized by the fact that these technologies make it
features of modernizing the management of trends in possible to simplify the company’s work in the digital
digital marketing and logistics of companies, it is necessary sphere, and allow consumers to receive a higher quality and
to consider the classification of the main technologies of improved customer experience. The ranging of key
artificial intelligence and their implementation in the artificial intelligence technologies that modify the digital
strategic management of marketing and logistics of modern marketing of companies is presented in Table 1.

Table 1 Ranging of key artificial intelligence technologies that modify digital marketing of companies
ARTIFICIAL
SPECIFICS OF MODIFICATIONS
INTELLIGENCE THE ESSENCE OF TECHNOLOGY
DIGITAL MARKETING
TECHNOLOGIES
Tools based on artificial intelligence allow you to quickly
and easily generate content plans, create posts for social Modification of the content preparation
CONTENT networks, slogans, advertising messages, articles, pictures, process, optimization of the company’s
GENERATION audio and video. This greatly optimizes the business human resources and reduction of operating
process of developing materials, texts and content in costs.
general.
Communication with clients through mailing lists and
instant messengers no longer requires many physical
Optimization of routine business processes,
resources. Using artificial intelligence technologies, a
AUTOMATION OF transparency and increased efficiency.
company can interact with clients around the clock:
MAILINGS Freeing up additional company resources in
consult, register, nurture leads, and accept orders based on
both human and financial dimensions.
the implementation of artificial intelligence and machine
learning.
Increasing the level of reliability and
Using artificial intelligence, companies analyze the results
accuracy of information based on big data
of marketing campaigns, build predictive models of
DATA ANALYSIS analysis and manual labor automation.
customer behavior and improve their digital marketing
Saving time and financial costs for paying
strategy.
for analytical studies.

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Copyright © Acta Logistica, www.actalogistica.eu
 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

Artificial intelligence tools study and analyze customer

information to determine key criteria for effective Freeing up time, human and financial
CUSTOMER
segmentation. Rational division of customers into groups resources due to the automation of routine
SEGMENTATION
and segments helps to personalize offers, optimize processes.
marketing costs, and increase company profits.
Without technology, it is difficult to predict the buyer's next
Improving the quality of customer service
PERSONALIZED move and make an offer that will interest him. Artificial
through a personalized approach, reducing
APPROACH TO intelligence can analyze behavioral factors such as clicks,
manual labor, optimizing the process of
THE CLIENT purchases, search queries and recommend the most suitable
analysis, and marketing research.
products to the client.
Automation of the process of communication with clients
INCREASED Improving the quality of service, simplifying
and personalization of offers improves the quality of
CUSTOMER the procedure for establishing
service. The level of customer satisfaction and,
SATISFACTION communications and studying the client.
consequently, their loyalty increases.
Artificial intelligence helps analyze data, develop and Automation of the process of setting up and
SEARCH ENGINE improve a content strategy, generate content optimized for integrating search algorithms. Economics in
OPTIMIZATION search engines, think through promotion and thereby monetary and time equivalent to the need to
increase traffic growth. attract hotel companies and specialists.

Conceptualizing, it should be noted that if before the transforming what was once a linear, predictable process
introduction of artificial intelligence technologies in into a dynamic and intelligent business process. Artificial
marketing business processes, it took a lot of time to intelligence technologies have found wide application and
connect the team, determine the main tasks and goals of the are redefining the boundaries of what is possible in the
marketing strategy. Today this has been modified and in a logistics industry. Artificial intelligence radically modifies
matter of minutes, with the help of artificial intelligence logistics processes, leads to their optimization, job
technologies, it will be possible to complete a number of reductions, and focuses on data confidentiality and the
marketing tasks while increasing efficiency, quality of ethical use of technology [17,18]. Based on what has been
service, reducing costs and optimizing business processes. presented, in order to argue for the management
Artificial intelligence simplifies and makes intuitive the methodology and determine the modification of digital
complex, multifaceted processes that underlie the marketing and logistics under the influence of artificial
functioning of any company. Definitely, for the strategy of intelligence technologies, we should consider the ranging
modern companies to be effective, digital marketing must of key artificial intelligence technologies that modify the
be inseparable from logistics. Artificial intelligence in logistics of modern companies, which is indicated in
logistics is having a similar impact as digital marketing, Table 2.

Table 2 Ranging of key artificial intelligence technologies that modify the logistics of contemporary companies
ARTIFICIAL
FEATURES OF THE IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE
INTELLIGENCE
TECHNOLOGIES AND MODIFICATION OF LOGISTICS
TECHNOLOGIES
The implementation of artificial intelligence technologies in vehicles contributes to the emergence
of new vehicles and drones. Drones and autonomous vehicles are the epitome of artificial
AUTONOMOUS intelligence in logistics, providing a high level of scalability and efficiency for the business of not
VEHICLES AND DRONES only goods, and are driving improvements in the speed, flexibility and agility of the supply chain.
The dissemination and implementation of these technologies allows companies to modify
management approaches by optimizing logistics routes to increase efficiency.
The analytical component of artificial intelligence to process huge volumes of historical data to
predict future trends, demand patterns and needs for inventory and delivery of goods. This trend
PREDICTIVE ANALYTICS forecasting is critical in logistics because it allows data-driven strategic decisions to be made that
improve operational efficiency. These artificial intelligence tools allow logistics companies to stay
one step ahead of market demands and potential disruptions.
The implementation of artificial intelligence technologies in warehouse operations has become a
ROBOTICS BASED ON real revolution in the field of logistics of companies. Intelligent robots are now capable of
ARTIFICIAL automating complex tasks such as picking, packing, sorting and transporting goods. It is important
INTELLIGENCE IN to note that these are not homogeneous robots that undergo training and improve their knowledge
WAREHOUSES over time thanks to machine learning, thereby constantly increasing their productivity and
profitability of the company.
The introduction of artificial intelligence technologies will radically transform the way cargo
INTELLIGENT FREIGHT transportation is coordinated. These technologies implement multifaceted interaction algorithms
COORDINATION and companies, when organizing logistics, can select the most suitable transportation from carriers.
This not only optimizes logistics efficiency, but also reduces operating costs. The use of artificial

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 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

intelligence simplifies booking procedures, improves cargo tracking and significantly improves
overall customer satisfaction.
The functioning of modern business is based on information, which is of critical importance.
Online tracking and monitoring of cargo and goods deliveries using artificial intelligence
ONLINE SHIPMENT technologies ensures the transparency of the entire supply chain. These technologies ensure that
TRACKING AND both companies and their clients can track and monitor the movement of their goods and cargo
MONITORING online at every stage. Technological solutions in the field of online tracking and monitoring of
cargo and goods deliveries not only improve the quality of customer service, but also ensure
effective supply chain management for modern companies.

Having stated the above, the introduction of artificial The intensity of development and introduction of
intelligence and machine learning is radically modifying artificial intelligence methods in digital marketing in the
the business segments of contemporary companies, world is one of the most rapidly developing industries,
including marketing and logistics management systems. which requires detailed study and research. It is important
From optimization of operations and key business to note that many companies are constantly searching for
processes to a personalized approach to service, learning solutions and new approaches to improve and optimize
needs and preferences to autonomous logistics and service marketing business processes, increase efficiency and
systems. It is important to note that these technologies have profitability, which are provided by artificial intelligence
already influenced businesses around the world, technologies, which cause its maximum modification.
modernizing and modifying traditional business processes Attention to trends in the development of digital marketing
with the help of new artificial intelligence capabilities for allows companies to significantly accelerate and transform
future growth, increasing efficiency, profitability and their strategy in accordance with trends and innovations for
minimizing operating costs [19,20]. Undoubtedly, in business scaling, sales growth and the long-term
modern conditions there are colossal transformations in the development of the company brand [21]. Using artificial
strategic management of marketing and logistics of intelligence, companies significantly simplify the process
companies, which are caused by the implementation of of studying and researching consumer behavior, which
artificial intelligence technologies. Based on this, in order affects the company’s business indicators of interest,
to substantiate the main aspects of managing the profitability, cost reduction, increased efficiency and
modification of digital marketing and logistics of market scaling. Trends in the implementation of artificial
companies, it is necessary to determine the key tendency in intelligence technologies in digital marketing of companies
the evolution of digital marketing and logistics of and the structure of key tools are presented in Figure 3.
contemporary companies with justification for the
statistical observed anomalies.

4,5 3,96 4,12 4,27

4 3,6 3,78 Optimization of
3,4 marketing processes
3,5 3,14
2,86
3 Generating
2,5 recommendations…
2 Consumer Behavior
1,5 Analytics
1
0,5 Machine learning
0
Advanced business
analytics
0,00% 20,00% 40,00% 60,00%

Trends in the implementation of artificial intelligence Structure of key artificial intelligence technologies in
technologies in digital marketing of companies, billion digital marketing, %
dollars USA
Figure 3 Trends in the implementation of artificial intelligence technologies in digital marketing of companies and the structure
of key tools

Summarizing what has been presented, it should be stimulate profit growth, new approaches retain customers
noted that the introduction of artificial intelligence and allow more accurate targeting of target audience
technologies and key tendency indicate that these segments and reliably, loyalty and effective
technologies are radically modifying digital marketing and communication with clients is built [22,23]. The
its management. Artificial intelligence and its key tools introduction of artificial intelligence greatly simplifies,

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 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

optimizes and improves the management of digital centralized suppliers and industrial zones. The largest
marketing of companies. participants in the logistics market of the Persian Gulf
Having stated the above, it should be noted that contract countries are the following: Agility Logistics Pvt. Ltd, Gulf
logistics of the Gulf Cooperation Council (GCC) Warehousing Company QPSC (GWC), Al Futtaim
demonstrates only positive development trends and an Logistics, Almajdouie Logistics Co. LLC and Ceva
increase in its volumes in key countries. The Logistics. These market players dictate their rules to the
implementation of artificial intelligence technologies rest and integrate technological aspects as much as possible
increases the intensity of development, contributes to the in the development of logistics [24,25]. Based on the
transformation of marketing and an increase in sales presented, for the argumentation of the main aspects of the
volumes through e-commerce, which increases the volume modification of digital marketing and logistics of
of supply chains. The contract logistics market of the companies under the impact of artificial intelligence, it is
Persian Gulf countries is extremely fragmented and necessary to consider the trends in the development of
gaining popularity every day. Logistics is the best way for contract logistics of the Gulf Cooperation Council (GCC).
local companies to adjust the process with the growing Growth in E-commerce Driving the Market, and the
cross-border flow of goods, while simultaneously features of the implementation of artificial intelligence
expanding their logistics processes based on artificial technologies, which are presented in Figure 4.
intelligence technologies, reducing costs through

1.1.2018
United Arab 1,5
Emirates
20 1.1.2024 1 1.1.2019
15
0,5
10
5 0
Morocco 0 Saudi Arabia
1.1.2023 1.1.2020

1.1.2022 1.1.2021
Egypt
The volume of electronic commerce, which is Development of volumes of supply chains
the engine of logistics and supply chains, based on the implementation of artificial
billion dollars USA intelligence technology, billion dollars USA
Figure 4 Trends in the implementation of artificial intelligence technologies in contract logistics of the Gulf Cooperation Council
(GCC) and Growth in E-commerce Driving the Market the features of the implementation of artificial intelligence technologies

Stating what has been presented, it should be noted that aspects [26]. In order to interpret the key results of the
the trends in the development of technologies of the study on the determination of trends in development and
artificial intellect in the world have flooded all branches of modification of digital marketing and logistics under the
the world economy. These technologies are in demand and influence of artificial intelligence, the main results of the
relevant in the formation of modern companies from the economic and statistical a priori analysis should be cited,
strata of development, so that they ensure the optimization which are presented in Table 3.
and increase in the level of efficiency of business The interpretation of the main results of the a priori
processes. Consideration of tendencies and trends in the analysis made it possible to reveal the abnormality.
development of artificial intelligence allowed us to interrelationship. and dependence of the processes of
substantiate their importance and demand in the field of modification of the management of digital marketing and
digital marketing and logistics, which envisage their logistics under the influence of artificial intelligence
radical modification and maximum automation of all [27-29].

Table 3 The main result of the economic and statistical a priori analysis of the management of the modification of digital marketing
and logistics under the influence of artificial intelligence
STATISTICS λ OF MODIFICATIONS OF DIGITAL MARKETING AND LOGISTICS UNDER
THE INFLUENCE OF ARTIFICIAL INTELLIGENCE TO DETECT ANOMALOUS
ANALYSIS OBSERVATIONS
PERIOD
Modifications Modifications Interpretation of the level of communication on the modification
of digital of logistics of the dependence of digital marketing and logistics in the
marketing context of the introduction of artificial intelligence technologies

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 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

01.01.2018 2.8 3.7 A strong level of communication and interdependence of process

modifications
01.01.2019 2.2 2.9 A strong level of communication and interdependence of process
modifications
01.01.2020 1.5 2.1 The average level of connection and interdependence of process
modifications
01.01.2021 1.7 2.0 A strong level of communication and interdependence of process
modifications
01.01.2022 1.8 1.9 The average level of connection and interdependence of process
modifications
01.01.2023 2.1 2.4 Low level of communication and interdependence of modification
processes
01.01.2024 2.0 2.5 A strong level of communication and interdependence of process
modifications

The main task of statistical research at the stage of a business processes. reducing costs and increasing
priori analysis is the selection of homogeneous groups of efficiency. It is substantiated that the introduction of
indicators that are interdependent and affect the artificial intelligence technologies is conceptually
performance indicator. in this case. the profitability of the necessary for modern business of companies. since a high
company. It is important to note that the growing pace of level of competition and the need for scaling are impossible
development and implementation of artificial intelligence without their use.
in marketing leads to the growth of e-commerce. which is To substantiate the main theories of the evolution of
directly related to logistics and inventory management. artificial intelligence and its introduction in marketing and
Arguing the above. it should be noted that artificial logistics. a critical analysis of scientific approaches and
intelligence technologies not only modify the marketing research was carried out. It has been determined that it is
and logistics of a company. they stimulate the growth of conceptually necessary in contemporary conditions to
competition. technologies. services and the optimization ensure the efficiency and profitability of a business to
and improvement of existing business processes of formulate a strategy in such a way that marketing and
companies. The introduction of artificial intelligence in logistics are a single integrated whole. On the basis of
logistics and automation of supply chains. inventory and scientific generalization. the theory and specifics of the
warehouse management lead to a significant reduction in evolution of artificial intelligence in the world. and the
costs for business and helps to minimize errors in product features of its application in digital marketing and logistics
delivery. However. due to high initial costs. a long period of companies are determined. It has been proven that the
of achieving return on investment limits the mass functioning of contemporary business is inextricably
implementation of solutions for automation and linked with transformations characterized by the intense
optimization of logistics processes and requires a search for influence of artificial intelligence on all existing business
investors. processes of companies. To confirm theoretical hypotheses
A colossal leap in scaling artificial intelligence and premises. a methodology for studying the modification
technologies was caused by a pandemic in which the of digital marketing and logistics and management features
implementation of artificial intelligence was carried out in under the influence of artificial intelligence has been
a short time with large budgets. From what has been defined.
presented. it should be noted that the modification of digital The trends in the introduction of artificial intelligence
marketing and logistics management under the influence of in the world are highlighted. on the basis of which a
artificial intelligence technologies has a significant role classification of the main technologies and tools that are
and influence on the company's strategy. its relevant and in demand in business has been developed.
competitiveness and affordability. The study. research and The role of artificial intelligence in management and its
definition of such modifications. which are called for by impact on the modification of digital marketing and
the implementation of artificial intelligence technologies. logistics of modern companies are substantiated. The
are important and necessary in modern conditions. indicators of the dynamics of digital marketing and
logistics development under the influence of artificial
4 Conclusions intelligence in the world are structured in the context of
The conclusion of the study are that the need and technologies and areas of their application. It is
relevance of studying the processes of modification of substantiated that the penetration of artificial intelligence
digital marketing and logistics and their management under into the management of digital marketing and logistics of
the influence of artificial intelligence is formalized. The modern companies leads to their modification, which is
intensity of technology development and its due to the automation and optimization of business
implementation in all areas of the global economy is of processes that stimulate sales growth, business scaling and
great interest in business as part of optimizing existing increasing its profitability. Based on the formulated

~ 438 ~
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 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

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 Acta logistica
logistica - International Scientific Journal about Logistics
Volume: 11 2024 Issue: 3 Pages: 429-440 ISSN 1339-5629
Managing the modification of digital marketing and logistics under the influence of artificial
intelligence
Hassan Ali Al-Ababneh, Firas Jamil Alotoum, Mahmud Agel Abu Dalbouh, Olga Popova,
Ganna Myroshnychenko, Mohamed Ibrahim Mugableh

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