The Impact of Artificial Intelligence on the Future of Marketing in Making Customer Satisfaction and Trust to Insurance Industry in Iran(Case Study: Saman Insurance)

Background &Purpose: The journey through AI-powered predictive analytics in marketing reveals a dynamic intersection of technology and consumer expectations, highlighting new trends and strategies for customer engagement. The study focus was to examine how Artificial Intelligence can be leveraged in marketing and sales to assess the evolution of customer relationships, particularly regarding end-user’s satisfaction, trust, and loyalty.Design/methodology/approach – The research utilized a quantitative approach to gather data. The analysis was designed to facilitate ongoing monitoring of relationship development within the case company. The study's statistical sample comprised a simple random selection of ۳۸۴ policyholders from Saman Insurance Company, employing the PLS-SEM technique to explore the complex connections between AI and digital marketing, as well as customer satisfaction and trust as latent variables.Originality/value - Through rigorous analysis and hypothesis testing, it can be concluded that integrating AI into marketing offers valuable insights that significantly impact businesses in the digital age. This integration enhances the development of customer relationship experiences in insurance products and can improve marketing efforts, ultimately leading to better services that boost customer satisfaction and trust in the insurance industry.

Keywords:

Artificial Intelligence , Marketing , Customer Satisfaction , Trust , Insurance Industry