Enhancing digital marketing performance through usage intention of AI-powered websites

<p><span>Digital and wireless technology are a crucial part of today’s modern life. Artificial intelligence (AI) uses different technologies systems for speech recognition, visual perception decision making to mimic human functions. This study explores the impact AI on website interactivity ease use enhancing digital marketing performance. The methodology used is qualitative with structured interviews, using three artificial intelligence-powered websites (Amazon, Alibaba, Uber) as reference. participants' interview responses were grouped into thematic heading coding subsequently analyzed by NVivo. result found that empowered interactive, participants don’t feel safe secure, easy use, tend boost performances. implies more companies should consider integrating capabilities in their business operations. More security features be embedded help customers calm fears web insecurities.</span></p>