The Intervention Role of Artificial Intelligence in the Impact of New Marketing on the Performance of Start-up Organizations

The purpose of this research is to investigate the intervention role of artificial intelligence in the effect of new marketing on the performance of start-up organizations. This research is applied and of a descriptive-survey type. The statistical population of the research consists of managers and experts of new businesses (start-ups) who are founders of companies or entrepreneurs, 100 of them are identified and 80 people are selected as a sample using Morgan's table. were randomly selected.The data collection tool was a questionnaire and structural equation modeling including confirmatory factor analysis and path analysis was used to test the hypotheses. The software used for data analysis is SPSS and Smart-PLS.The results of the research show that modern marketing with the mediating role of artificial intelligence has a moderate, positive and direct effect on the performance of start-up organizations. Also, the results show that: the variable of development strategy has a strong, positive and significant effect on modern marketing and the variable of diversity strategy has a moderate, positive and significant effect on modern marketing. The variables of cost, delivery and handling, flexibility and quality have a moderate, positive and significant effect on organizational performance. The variables of planning and management have a strong, positive and significant effect, as well as the variables of customer behavior analysis, marketing activities and improving content production, have a moderate, positive and significant effect on artificial intelligence.