<![CDATA[This study intends to investigate the impact of artificial intelligence (AI) technologies towards improving customer value by users of e-commerce applications in Iraq, through examining the mediating effect of customer insight (CI) in this regard. This study relies on a critical analytical review of the most recent theoretical and applied literature pertaining to AI methods applied in real life including continuous experience personalization, smart recommendations systems, chatbots, predictive analytics, and intelligent automation and their influence on the formation of the perceived customer value in its functional, economic, emotional, and social aspects through customer insight acting as the organization’s capability to transform big data in the valuable marketing mining knowledge. Formed was a conceptual model asserting the direct influence of AI on customer value (H1), the impact of AI on customer insight (H2), and the impact of customer insight on customer value (H3), along with the mediating role of customer insight in the AI–customer value linkage (H4). A complex methodology was developed, involving a 52-item questionnaire instrument which utilized already validated measures (20 items related to AI, divided among five subcategories, 16 items related to customer insight and 16 items relevant to customer value). Suggested population and sample of the study comprised active users of e-commerce applications in Iraq, and data analysis was done by means of Partial Least Squares Structural Equation Modeling (PLS-SEM), a software that is trusted in marketing studies and is widely adopted in those types of research. According to the theoretical implications of the research, the mere investment in AI capabilities does not guarantee maximum customer value unless the results are successfully transformed into useful customer knowledge that leads the marketing decisions. The findings contain practical implications for e-commerce companies in Iraq and suggestions for future research.]]>
