CHALLENGES AND PROSPECTIVE FUTURE OF ARTIFICIAL INTELLIGENCE AND ITS AMBITIOUS CONTRIBUTION IN MARKETING APPLICATIONS ACCORDING TO SAUDI VISION 2030

Abstract

Artificial intelligence (AI) is no longer an experimental tool in marketing; it has become a central driver of personalization, predictive analytics, and customer engagement. In Saudi Arabia, AI plays a particularly important role within Vision 2030, the Kingdom’s blueprint for economic diversification and digital transformation. This review brings together global insights on AI in marketing and situates them within Saudi Arabia’s unique policy and market context. Evidence shows that AI is transforming e-commerce, retail, tourism, finance, and healthcare, supported by national initiatives such as the Saudi Data and Artificial Intelligence Authority (SDAIA). Yet, the pace of adoption is uneven. Challenges related to technical readiness, organizational structures, ethical concerns, cultural sensitivities, and workforce skills continue to limit broader implementation, especially among small and medium-sized enterprises (SMEs). By comparing Saudi Arabia’s progress with experiences in the United States, China, the UAE, and Europe, this review identifies key lessons and practical recommendations. It argues that AI in marketing will be essential not only for advancing Vision 2030 but also for positioning Saudi Arabia as a regional leader in digital innovation.