A Framework for Examining the Influence of Artificial Intelligence, Marketing Automation, and Digital Marketing on Organizational Performance in the Mubadala Healthcare System, UAE

Abstract

This study developed and examined a framework for assessing the influence of artificial intelligence, marketing automation, and digital marketing on organizational performance in the Mubadala Healthcare System, UAE. The study was motivated by the increasing adoption of technology-driven marketing practices in healthcare and the need to understand how these practices contribute to performance outcomes such as patient engagement, service quality, brand positioning, operational efficiency, and organizational growth. A quantitative research approach was adopted, and primary data were collected through questionnaires distributed to employees of Mubadala Healthcare. The respondents included healthcare practitioners, administrative personnel, IT and digital transformation staff, marketing-related staff, and managerial decision-makers who were considered knowledgeable about or exposed to AI, marketing automation, digital marketing, and organizational performance processes. Purposive sampling was used to select participants from an accessible population of approximately 372 employees. The proposed framework was assessed through measurement and structural model analysis. The measurement model results confirmed acceptable reliability and convergent validity, as all Cronbach’s alpha, composite reliability, and average variance extracted values met the recommended thresholds. The structural model results showed that artificial intelligence, marketing automation, and digital marketing jointly explained 74.7% of the variance in organizational performance. The hypothesis testing results revealed that digital marketing had a positive and significant effect on organizational performance, while marketing automation also had a positive and significant effect. However, artificial intelligence showed a positive but insignificant direct effect on organizational performance. The study concludes that digital marketing and marketing automation are significant drivers of organizational performance in Mubadala Healthcare, while AI requires stronger strategic integration, infrastructure, and organizational readiness to produce measurable performance benefits.