Abstract

This paper examines Syria’s post-conflict recovery potential in marketing through the lens of artificial intelligence. The article discovers how AI technologies, ranging from content creation to predictive analytics, are bringing companies working in low resource environments affordable solutions, while transcending emerging markets adaptation challenges.

The research analyzes Syria’s digital leapfrogging capabilities through examples of pioneering users of such technologies. It situates AI marketing aids along a spectrum from mundane task automation to enhancing creative abilities, as it explores the conflict between technological ability and human imagination in marketing’s double nature as art and science.

This study contributes to current discussions around the utilization of AI in enabling marketing experts in Syria, indicating the marketing AI tools to overcome infrastructure barriers. Situating Syria’s experience within the global patterns of AI adoption, the article presents recommendations for Syrian businesses interested in digital transformation but with human value.

1. Introduction:

It is widespread acknowledgment that artificial intelligence (AI) tools have become the hallmark phenomenon of the contemporary age. These tools’ use has extended to all industries and permeated into all walks of life. Amidst this rapid expansion, AI tools have come to encompass product marketing activities of all industries domains. Crucially, these tools offer low-cost, appealing options for marketing activities. This concludes all of those activities, from implementing market research’s and identifying target segments of markets, through the production of images and making professional-grade videos—without human intervention.

This presents a wonderful opportunity for Syrian national businesses to face foreign firms. Foreign competitors regard marketing as an integral, inseparable facet of any firm, commercial project, non-profit organization, concept, or individual. Moreover, they perceive marketing as something greater than a cost; marketing is not merely an activity undertaken after manufacturing solely in pursuit of selling, these firms see marketing a very important to all stages of the life cycle of a product.

Critically, AI software has stopped the apologies and rationalization of omission of marketing. AI now provide significant assistance—indeed, we can say that AI tools make the execution of most, if not all, marketing tasks viable. Correspondingly, these software tools enable firms, business organizations, and projects to realize as a central maxim adopted by business: every commercial undertaking requires marketing to succeed. This achievement involves developing products, sustaining the product mix, establishing a distinctive brand image, constructing long-term customer relationships, and ensuring the selling of products achieve the primary business objective—i.e., profitability as well as attaining the expected return on investment. Besides, effective marketing is also indispensable for sustaining superiority at the market.

2. Definition of Artificial Intelligence (AI):

Certain experts suggest confining the use of the term “Artificial Intelligence” (AI) to “Artificial General Intelligence” (AGI), i.e., machines capable of learning or comprehending any intellectual task that a human can, Machines currently excel at narrow, specialized tasks like playing chess or facial recognition, so-called “weak AI” or “Narrow AI.” The notion of “Strong AI” or AGI is machines that can “learn to learn,” but most scientists estimate AGI is decades away, some humorously define AI as “everything we cannot do yet,” because techniques like optical character recognition (OCR) or rule-based expert systems of previous generations are now ubiquitous and no longer considered AI. As AI techniques become standard and well-known, they gradually shift from the AI classification, which means that new advancement could be nothing more than incremental advancement towards AGI and may not warrant the AI label (Amini,2024).

3. Types of AI:

Overall, AI can be classified into three categories: Artificial Narrow Intelligence (ANI), Artificial General Intelligence (AGI), and Artificial Super Intelligence (ASI). ANI or Narrow AI is programmed for one task very well, such as predicting the weather and solving a game like chess.

Narrow AI examples include Google Assistant, Siri, Google Translate, and other natural language processing tools. Artificial General Intelligence (AGI) will be the future of AI that is intelligent than humans. AGI is a virtual machine capable of understanding, learning, and applying knowledge to wide-ranging cognitive tasks similar to a human being. Artificial Superintelligence (ASI) was termed as a vastly superior intelligence in all domains, from scientific creativity to general information and interpersonal competence, the forthcoming surge in ASI created some serious social concerns about the possible revolutionary transformations going on because of AI machines and the mechanism of adjustment (Kwid, 2024).

4. AI in Marketing:

Marketing Artificial Intelligence is inevitable since it allows companies to make factual decisions. By the use of AI to scan large amounts of data, businesses are able to gain useful insights about customers’ behaviors, desires, and needs. AI in marketing is important as it can provide businesses with unprecedented and efficiencies that cannot be done manually. AI software can help marketer’s acclimation to summarize data to gain knowledge about their customers, their requirements, and future behaviors to predict (Kagada,2024). AI is utilized in advertising as an instrumental device to help brands reach their audience with high accuracy. For example, by utilizing AI algorithms, it becomes possible to monitor the activities of users in real time, identify their interests, and provide personalized recommendations or advert messages that significantly boost audience engagement. This increases the likelihood of consumer reacting to the advertisement message because it will meet their needs and expectations (Lyndyuk et al,2024), As the E-commerce market grows, the need for advertising cannot be met by using traditional advertisement models. For this reason, advertisers and marketers use AI technologies in their advertising business to drive advertising effectiveness and efficiency and meet the needs of the market. Apart from that, as AI is still in its nascent stage, authors are trying to recognize the ways in which artificial intelligence can be applied to the ad campaign process so that ads are more effective (Jain, 2024).

5. Examples of AI Tools in Marketing:

The researcher listed down the most prominent and necessary tools that are being adapted in marketing by the world’s top companies as the follows:

• Canva: An AI-powered graphic design tool, facilitates easier creation of visual content. With an enormous library of templates, images, and design elements, Canva’s AI also offers design suggestions for content type and user choice, allowing easy creation of professional-quality graphics.
• Wax Wing: Is a marketing AI platform to design everything from interesting social posts and blog templates to strong email sequences, all targeted at your specific audience. Waxwing is more than mere content creation offering 500+ proven marketing strategies, business and audience analysis, and a project management hub. This allows you to generate high-performing content within an integrated, data-driven marketing plan.
• Lumen5: An AI-powered video creation platform, turns articles and blog posts into engaging videos. It also provides automatic suggestions of video layouts, formats, and background music, making it ideal for transforming text-based content into visually engaging videos.
• Google Analytics: A digital marketing standard tool used for tracking the traffic to a website and users’ actions. Its AI capabilities enable deeper data analysis, such as insight into customer paths and marketing campaign success. The AI function assists in identifying trends and offering predictive analysis.
• AdRoll: AdRoll is a leading AI marketing platform that focuses on retargeting campaigns. It employs AI to monitor user behavior, optimize ad placements, and offer customized ads in order to increase the efficiency of online advertising campaigns.
• Manus: Manus AI is a general AI agent, i.e., it’s designed to perform a variety of tasks by itself without constant human intervention, according to arXiv. It possesses reasoning and planning capabilities of large language models along with the ability to perform complex tasks and give tangible results. It is essentially designed to function as a digital assistant that not only provides information but performs actual work on behalf of users.
• VEO 3: The latest text-to-video model from Google that uses AI to create high quality, photorealistic videos based on text inputs. It is an upgrade of its previous versions with the introduction of native audio generation, enabling it to produce synchronized dialogue, ambient noise, and sound effects alongside visuals.
• Eleven v3: is the latest AI-synthesized text-to-speech model by Eleven Labs that is designed to produce highly expressive and realistic speech synthesis. In contrast with its predecessors, it prioritizes performance over reading itself, such that AI voices can change tone mid-sentence, express feelings, and even have non-verbal sounds like laughter or sighs included.

6. AI Tools in Marketing in Syria:

A Syrian group of companies has strategically benefited from the technology revolution in artificial intelligence by incorporating AI tools into marketing their products. The organizations view a crucial opportunity to apply marketing processes via such tools, attempting to have a positive brand image among customers while achieving drastically lower marketing processes cost than human-expert implementation. In this context, the researcher gives the following cases:

1.”Wadini” Application – Aleppo:

”Wadini” is one of the largest mobility platforms in Aleppo with expansion plans in other Syrian governorates, ”Wadini” provides passenger transportation services utilizing privately owned -class cars (sedan configuration). The application is an imitation of the globally recognized application Uber.

In the process, ”Wadini’s” marketing team employed a group of artificial intelligence tools to produce video content, Facebook/Instagram posts, and roadside marketing, thereby significantly restricting its reliance on human-generated marketing activities.

2.BEEORDER Application / Syria:

BEEORDER is the leading mobile delivery service app in its market, and this market is a big and expanding opportunity, particularly in light of the mass usage of smartphones and high consumer demand for delivery application services. Its operating firm extensively employs artificial intelligence (AI) technology to produce and execute promotion campaigns. Currently, the firm is eyeing expansion with an AI powered drone delivery system—already covered at Syria’s First Regional Artificial Intelligence Conference—which utilizes computer vision for detecting presence during package deployment.

Syrian companies and applications have embarked on a range of pilot projects with AI integrated into their marketing activities. These are still very early and faced by significant, non-trivial challenges that can no longer be dismissed, mainly:

7. Adaptation of AI Marketing Tools in Syria Challenges:

• Regulatory & Legal Barriers: Syria has no regulations for AI and data protection legislation, which makes it risky for organizations planning to utilize AI-based marketing.
• Lack of Trained Staff: AI requires staff with knowledge in data science, machine learning, and online marketing, but Syria lacks such that.
• Ethical & Privacy Concerns: Marketing AI is founded on consumer gathering and interpretation and subsequently poses privacy and ethical concerns, especially where data protection frameworks are poor.
• Market Preparedness & Consumer Confidence: AI marketing depends on consumers’ engagement with digital media, but consumer trust in AI-generated content and machine-driven interactions might not have been built up in Syria.

        8. Will Artificial Intelligence Pose a Threat to Marketing Professionals’ Jobs in Syria?

The researcher believes that AI applications will not make Syria marketers jobless in the near future. Marketing is, by nature, both an art and a science: two qualities that are inseparable from each other and cannot be devalued or removed. Because marketing has a natural artistic component, it is highly unlikely that AI applications will be autonomous of human experts in this practice. However, AI will inevitably displace those who are unskilled in its use. The future market dominance in the marketing workforce of Syria will be in the possession of those experts who are familiar with and utilize AI tools in day-to-day business, and the market leaders of the future will be the developers of these AI tools.

9. Conclusion: Artificial Intelligence in Syrian Product service:

The digital revolution has won in revolutionizing marketing paradigms with AI tools as revolutionary drivers of Syrian enterprises. This paper demonstrates that AI-driven marketing—from data analysis to automated content creation—facilitates budget friendly, scalable approaches despite infrastructural and regulatory obstacles. While challenges like skills gaps and ethical concerns persist, Syrian innovators (e.g., WADINI, BEEORDER) prove AI’s potential to enhance competitiveness without displacing human creativity. The future belongs to hybrid professionals who merge artistic marketing intuition with AI proficiency. As Syria rebuilds post conflict, Marketing AI adaptation could spur greater economic resurrection, with early vanguards at the forefront of the region’s digital transformation.

10. References:

10.1. Researches:

Amini, ”An Overview of Artificial Intelligence and Its Application in Marketing with Focus on Large Language Models”. International Journal of Science and Research Archive, Vol.12 No.02, 455–465, 2024.

Jain Et Al, ”Artificial Intelligence in Marketing: Two Decades Review”. NMIMS Management Review,Vol.2 No32, 75-83, 2024.

Kagada, ”Artificial Intelligence in Marketing”. International Research Journal on Advanced, Vol.2 No.3,151-155, 2024.

Kwid, ”A Review of AI Tools: Definitions, Functions, and Applications for K-12 Education”. Computer Science and Robotics Technology, Vol.3 No. 1, 1-22, 2024.

Lyndyuk ET AL, ”The Impact of Artificial Intelligence on Marketing Communications: New Business Opportunities and Challenges”. Economics of Development,Vol.4 No.23 ,60-71, 2024.

10.2 .Sites:

1. https://www.canva.com/
2. https://www.waxwing.ai/
3. https://lumen5.com /
4. https://marketingplatform.google.com/about/analytics/
5. https://www.adroll.com/
6. https://deepmind.google/models/veo/#veo-3
7. https://elevenlabs.io/v3