AL-Qadisiyah Journal For Administrative and Economic sciences

Employing AI-Enabled Sustainable HR Practices to Improve Marketing Strategies: A Applied Study

Document Type : Research Paper

Authors

Rabab Ibrahim Kadhim 1
Sundus abed Merzah 2
Firas Tawfiq Al-Badri 3

1 University of Al-Qadisiyah y, College of Administration and Economics, Department of Business Administration,

2 University Presidency, continuing Education Center,English Language

3 College of Engineering, Al-Qasim Green University

https://doi.org/DOI://doi.org/10.33916/qjae.2026.02755774
Abstract
The research aims to measure the role of employing AI-Enabled Sustainable HR Practices (AIESHR) in enhancing marketing strategies (MAST) among employees in telecommunications companies (Zain and Asiacell). This objective was formulated to address an important issue expressed in a key question: What is the role of employing AIESHR in improving MAST among employees in telecommunications companies? The research adopted a descriptive-analytical approach in constructing its variables. To collect the necessary data, a questionnaire was used to identify variables and measure their levels within the sample. Accordingly, 100 questionnaires were distributed, of which 79 were returned, including 3 damaged questionnaires and 76 valid for analysis. To achieve the best results, the statistical analysis programme (SPSS) was used to obtain the required findings. The results showed a significant correlation and impact between AIESHR and the improvement of MAST. This indicates that the work environment in telecommunications companies is characterised by a high degree of continuous changes to formally keep pace with global artificial intelligence-related developments, ensuring the enhancement of MAST.

Keywords

Ai-Enabled Sustainable HR Practices
Marketing strategies
Telecommunications companies (Zain
Asiacell
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 2
Summer 2026
Pages 755-774

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