The impact of Artificial Intelligence application on firm sustainability performance: The mediating role E-marketing Usage

This study investigates the impact of Artificial Intelligence (AI) applications on the sustainability performance of manufacturing firms, with particular emphasis on the mediating role of e-marketing usage. Data were collected via structured questionnaires administered to top managers and IT/operations managers within manufacturing firms located in the Al-Dakhiliyah Governorate of Oman. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis to examine the hypothesized relationships. The findings reveal that AI applications exert a significant positive influence on sustainability performance. Moreover, e-marketing usage demonstrates a significant relationship with sustainability performance and serves as a mediator in the relationship between AI applications and sustainability outcomes. These results contribute to the growing body of literature on digital transformation in manufacturing contexts and provide practical implications for managers seeking to enhance sustainability performance through strategic deployment of AI technologies and e-marketing practices. The study underscores the importance of integrating technological innovations with marketing strategies to achieve sustainable competitive advantages in the manufacturing sector.

Alrashdi, S. S., Alfahdi, F. H., & Zaid, A. A. (2026). The impact of artificial intelligence application on firm sustainability performance: The mediating role of e-marketing usage. Journal of Applied AI and Smart Technologies, 1(1), 1–8.