<![CDATA[Purpose – The objective of this quantitative explanatory research is to identify the effects of artificial intelligence and digital marketing on customer experience among Spotify users. Design/methodology/approach – This study uses a purposive sampling technique with 120 respondents who are Spotify users aged at least 17 years, both male and female, who have experienced artificial intelligence features and have been exposed to Spotify’s digital marketing through social media. Data were collected using Likert-scale questionnaires and analyzed using multiple linear regression. Findings – The results show that both artificial intelligence and digital marketing have positive and significant effects on customer experience. Originality/value – This study highlights the combined role of artificial intelligence and digital marketing in shaping customer experience within music streaming platforms, providing insights for improving user engagement and platform competitiveness. ]]>
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