The purpose of this research study is to identify attitudes of Public Relations’ practitioners—(PR) at the Palestinian Universities on the role of Artificial Intelligence—(AI) in Developing the Digital Marketing Performance - (DDMP) using the Descriptive Analytical Approach, based on the Diffusion of Innovations, and Systems Theories—(ST). The study included 43 (PR) practitioners of whom 4 managers at four Palestinian universities, where its results showed their awareness toward the (AI) role in developing Digital Marketing Performance (DDMP), and they recommended to benefit from the relevant international experiences. As for the researchers, they believe that ‘Human with (AI) will inevitably replace human without (AI).’

العنوان

Artificial Intelligence-Driven Triple Helix Innovation

الناشر

An-Najah National University

بلد الناشر

فلسطين

Indexing

Scopus

معامل التأثير

5,0

نوع المنشور

Both (Printed and Online)

المجلد

4

السنة

2026

الصفحات

1-24