eva‎luation of the Impact of Artificial Intelligence on Improving Key Performance Indicators in Digital Marketing

9/15/2026 12:00:00 AM

In recent years, artificial intelligence (AI) has emerged as one of the most transformative technologies, playing a significant role in the field of digital marketing. This study aims to investigate the impact of AI on enhancing key performance indicators (KPIs) in digital marketing. Metrics such as email open rate, click-through rate (CTR) on call-to-action (CTA) buttons, website bounce rate, an‎d average time spent on webpages were eva‎luated as dependent variables. A limited experimental research method was employed, an‎d data were collected from an Iranian company active in the field of cloud-based financial an‎d human resource software. The experiments were conducted using an A/B testing design by dividing users into control an‎d experimental groups. Subsequently, Independent Samples t-tests were applied to assess the statistical significance of the differences between the two groups. The findings indicate that the application of AI has led to a significant improvement in digital marketing KPIs. Specifically, both email open rates an‎d click-through rates in email campaigns increased, while bounce rates decreased. Additionally, users spent more time on AI-optimized webpages. The results of this study can serve as a valuable resource for digital marketing professionals an‎d businesses seeking to optimize their campaigns. Moreover, it highlights that integrating AI into marketing processes not only improves efficiency but also enhances the overall user experience.

هوش مصنوعي , بازاريابي ديجيتال , شاخص‌هاي عملكرد كليدي , آزمون t مستقل , نرخ باز شدن ايميل , نرخ كليك , نرخ پرش , زمان ماندگاري در صفحه

Artificial Intelligence , Digital Marketing , Key Performance Indicators , Independent Samples t-test , Email Open Rate , Email Open Rate , Bounce Rate , Time on Page

Mohamad Abas Yazdi

Dr. Ali Bonyadi Naeini