Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Phenomenology of Managers' Experience of Artificial Intelligence-Based Marketing in the Field of Financial Education

Document Type : The scientific research paper

Authors
Mana Rezaee 1
Nilofar Barzegar 1
parvin afshar 2
1 MSc in marketing management, Shi.C., Islamic Azad University, shiraz, Iran.
2 Department of Management, Shahid Ashrafi Esfahani University, Isfahan, Iran
JABM.3.2.15564.351256.3257.36977
Abstract
The concept of marketing does not change in the face of artificial intelligence, but artificial intelligence can be an effective tool in better realizing this process. This research aimed to present a model of marketing based on artificial intelligence in institutions providing financial market educational services, based on the lived experiences of managers. Furthermore, the study sought to explore managers' perceptions of the effects of these dimensions on consumer behavior. This research was an extension of the qualitative research method. The qualitative method was based on the interpretive phenomenological theory. The statistical population of the research included managers of educational institutions providing financial market educational services in Shiraz who have provided these services in the last 5 years. Using the snowball sampling method, semi-structured interviews continued until theoretical saturation was reached with 14 people. By examining the experience of managers, the dimensions of AI-based marketing were identified, including 5 main themes (data collection, data analysis and interpretation, prediction, automated decision-making, personalization, and customer experience) and 12 subthemes and 31 codes. Implementing this model allows educational institutions to establish more effective communication with consumers of educational services and create a sustainable competitive advantage by accessing comprehensive data and accurate behavior analysis, making quick decisions, anticipating needs, and personalizing services. The findings also reflect managers' perceptions of how these dimensions influence consumer behavior, suggesting that AI-based marketing can transform consumer behavior from a passive state to an active, aware, and relationship-oriented one by increasing trust, transparency, and interaction. The innovation of this research is to present an integrated and native model of AI-based marketing in the field of financial education that, unlike previous models that were largely tool-oriented, focuses on the lived experience of managers, the logic of the relationship between the dimensions of intelligent marketing, and its consequences for consumer behavior.
Keywords
Artificial Intelligence-Based Marketing
educational marketing
consumer behavior
financial markets education
manager experience
phenomenology
Subjects

Acatrinei, C., Apostol, I. G., Barbu, L. N., Chivu, R.-G., & Orzan, M.-C. (2025). Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks. Sustainability, 17(14), 6638. https://doi.org/10.3390/su17146638

Afshar, P. Jalili, M. Aghighi, A. (2022). Providing A Neuromarketing Intelligent Model To Convert Potential Market To Actual Market In The IRAN Mushroom And Its Conversion Industries By Grounded Theory. Business Intelligence Management Studies, 11(41), 155-187. https://doi.org/10.87453/bumara.2026.373601.4846

Akhtar, M., Salman, A., Abdul Ghafoor, K., & Kamran, M. (2024). Artificial intelligence, financial services knowledge, government support, and user innovativeness: Exploring the moderated-mediated path to fintech adoption. Heliyon, 10(21), e39521. https://doi.org/10.1016/j.heliyon.2024.e39521

Alahmad, F. A., Ghouse, G., & Bhatti, M. I. (2026). AI and Fintech Synergy: Strengthening Financial Stability in Islamic and Conventional Banks. Journal of Risk and Financial Management, 19(1), 21. https://doi.org/10.3390/jrfm19010021

AlBalushi, A. A. & AlBolushi, A. Y. (2024). AI-Driven Innovation in Higher Education Marketing: An Exploration of Oman's Academic Landscape. In N. Al Harrasi & M. Salah El Din (Eds.), Utilizing AI for Assessment, Grading, and Feedback in Higher Education (pp. 274-298). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-2145-4.ch012

Allil, K. (2024).  Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success. J Market Anal 12, 142–168 https://doi.org/10.1057/s41270-023-00281-z

Ardehali, M. Mohammadian A. Khanlari. A. (2026). Artificial Intelligence in Marketing: A Systematic Literature Review and Meta-Synthesis of Applications and Technologies. Journal of Artificial Intelligence in Business and Marketing, 7(1), 63-102. https://doi.org/JABM.3.2.15564.3515415134

Ayman M. Badawy, Eman Abo Elhamd, Hamed M. Shamma, & HodaEl Kolaly. (2025). ARTIFICIAL INTELLIGENCE IN MARKETING: IMPLICATIONS AND FUTURE RESEARCH DIRECTIONS. International Journal of Business & Economics (IJBE), 10(1), 66–95. https://doi.org/10.58885/ijbe.v10i1.66.ab

Al-Zahrani, A.M., Alasmari, T.M. (2024). Exploring the impact of artificial intelligence on higher education: The dynamics of ethical, social, and educational implications. Humanit Soc Sci Commun 11, 912 https://doi.org/10.1057/s41599-024-03432-4

Bano, R. Azim, F. Mahmood, Z. (2025). The Role of Artificial Intelligence in Personalized Marketing: Enhancing Customer Experience, Predictive Targeting, and Brand Engagement. The Critical Review of Social Sciences Studies, 3(2), 50-65. https://doi.org/10.59075/d94kvf44

Belk,W., Belanche, R., & Flavian, C. (2023): Key concepts in artificial intelligence and technologies 4.0 in services. Service Business17 (3):1–9

https://doi.org/10.1007/s11628-023-00528-w

Beyari, H., & Hashem, T. (2025). The Role of Artificial Intelligence in Personalizing Social Media Marketing Strategies for Enhanced Customer Experience. Behavioral Sciences, 15(5), 700. https://doi.org/10.3390/bs15050700

Farman Thomas Albarak, A., Sadeghi, M., Jassim, S. A., & Rashidpour, A. (2025). Identification of dimensions and components of the green university model in Iraqi higher education. Journal of Strategic Management, 4(3), 161-202. https://doi.org/10.87453/bumara.2025.372306.4846

Haniatin, M. Wijaya, A. Hanim, F. Rizal, F. (2024). ANALYSIS OF THE USE OF ARTIFICIAL INTELLIGENCE (AI) IN PERSONALIZING EDUCATION MARKETING. 2(2). https://ejournal.unuja.ac.id/index.php/icesh

Hajhosseini, M. (2024). Analyzing the Impact of Artificial Intelligence Implementation on Mental Health and Learning Performance in Schools. Journal of Intelligent Strategic Management, 3(3), 187–218. doi: bumara.3.2.15564.35887873.63082518.

Hashemi Baghi,Z , Haghighinasab,M and Khadivar,A . (2025). Designing a cognitive map of Generation Z consumption behavior based on digital lifestyle. Journal of Intelligent Marketing Management, 6(4), 155-185. doi: JABM.3.2.155654854.25741546

Karimi, R., & Nasehifar, V. (2025). Designing a strategic value management model for use in commercial education services markets. Journal of Strategic Management, 4(1), 11-36. https://doi.org/bumara.2025.372102.4802

Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business horizons, 62(1), 15-25. https://doi.org/10.1016/j.bushor.2018.08.004

Khatami,E S , Akbari Maham,A R and Azizian,Z . (2023). Smart Model of Green Business Strategies Regarding the New Path to Increasing the Stock Price of Manufacturing Companies. Journal of Intelligent Strategic Management, 2(4), 7-26. doi: bumara.3.2.15564.3523428878.367908

Landers, R., & Behrend, T.S. (2023) “Auditing the AI auditors: A framework for evaluating fairness and bias in high stakes AI predictive models.,” Am. Psychol. 78(1), 36–49, https://doi.org/10.1037/amp0000972

Lozic, E., & stular, B. (2023). Fluent but Not Factual: A Comparative Analysis of ChatGPT and Other AI Chatbots’ Proficiency and Originality in Scientific Writing for Humanities. Future Internet, 15(10), 336. https://doi.org/10.3390/fi15100336

Mahmoudi Maymand, M., Falsafi Fard, M., Khademi, S. M., & Hosseini, M. H. (2024). Designing and explaining the model of smart marketing campaign for startups in social networks. Journal of Artificial Intelligence in Business and Marketing, 5(4), 146-172. https://doi.org/JABM.3.2.15564.358878790895959454

Mazrae Farahani,R , Ooshaksaraei,M , Mahfoozi,G and Taleghani,M . (2023). Explaining the Impact of Financial Technology (Fintech) on the Development of Sustainable Banking. Journal of Intelligent Marketing Management, 4(4), 164-186. doi: JABM.3.2.15564.35997779643

Mijwil, M., Aljanabi, M., & Ali, A. H. (2023). Chatgpt: Exploring the role of cybersecurity in the protection of medical information. Mesopotamian journal of cybersecurity, 2023, 18-21. https://doi.org/10.58496/MJCS/2023/004

Mohammadian,M , Dehdashti Shahrokh,Z , Nasehifar,V and Lotfi,H . (2026). Presenting a Phygital Customer Experience Framework in Iranian Chain Stores: A Qualitative Approach. Journal of Intelligent Marketing Management, 7(1), 459-474. doi: JABM.3.2.15564.654985.41522

Nabipour Afrouzi,M , Taban,M and Hasani,M . (2025). An Analysis of the Important of Financial Technology Companies in the Financial Stability of Banks. Journal of Intelligent Strategic Management, 4(1), 59-98. doi: bumara.2025.372104.4804

Norman, E., & Pahlawati, E. (2024). Peran artificial intelligence dalam rekrutmen dan seleksi: Meningkatkan efisiensi dan akurasi dalam MSDM. https://doi.org/10.56709/stj.v3i1.320

Oberoi, P. (2023). How Artificial Intelligence Is Impacting Marketing?. In Encyclopedia of Data Science and Machine Learning (pp. 606-618). IGI Global. https://doi.org/10.4018/978-1-7998-9220-5.ch036

Oguntuase, J. Zenith, B. (2024). Artificial Intelligence-Enabled Education Marketing in an Emerging Bioeconomy. Enhancing and Predicting Digital Consumer Behavior with AI (pp.74-92). https://doi.org/10.4018/979-8-3693-4453-8.ch005

Pitt, C., Paschen, J., Kietzmann, J., Pitt, L. F., & Pala, E. (2023). Artificial intelligence, marketing, and the history of technology: Kranzberg’s laws as a conceptual lens. Australasian Marketing Journal, 31(1), 81-89. https://doi.org/10.1177/18393349211044175

Ram, J., & Zhang, Z., (2022). Examining the needs to adopt big data analytics in B2B organizations: development of propositions and model of needs. J. Bus. Ind. Mark. 37 (4),790–809. https://doi.org/10.1108/JBIM-10-2020-0464.

Sarmah, R. Khatun, A. Singh, A. (2023). Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands. International Journal of Asian Business and Information Management. 14. 1-20. https://doi.org/10.4018/IJABIM.320491.

Torabi, M. A, Abbasian,E. and Milani,S. M. S. (2024). Smart marketing using Chat-GPT. Journal of Intelligent Marketing Management, 5(1), 1-9. https://doi.org/JABM.3.2.15564.35858652.456946

Vittala, K. P., Kumar, K., Seranmadevi, R., & Tyagi, A. K. (2024). Artificial Intelligence-Internet of Things Integration for Smart Marketing: Challenges and Opportunities. Advancing Software Engineering Through AI, Federated Learning, and Large Language Models, 295-307. https://doi.org/10.4018/979-8-3693-3502-4.ch019

Vukovic, D.B., Dekpo-Adza, S. & Matovic, S. (2025). AI integration in financial services: a systematic review of trends and regulatory challenges. Humanit Soc Sci Commun 12, 562 https://doi.org/10.1057/s41599-025-04850-8

Zabihi Kaliji,H and Afshar,P . (2025). Presenting an efficiency model for local councils in sustainable smart rural management. Journal of Intelligent Strategic Management, 4(4), 193-220. doi: 10.87453/bumara.2026.373601.4846

Acatrinei, C., Apostol, I. G., Barbu, L. N., Chivu, R.-G., & Orzan, M.-C. (2025). Artificial Intelligence in Digital Marketing: Enhancing Consumer Engagement and Supporting Sustainable Behavior Through Social and Mobile Networks. Sustainability, 17(14), 6638. https://doi.org/10.3390/su17146638
Afshar, P. Jalili, M. Aghighi, A. (2022). Providing A Neuromarketing Intelligent Model To Convert Potential Market To Actual Market In The IRAN Mushroom And Its Conversion Industries By Grounded Theory. Business Intelligence Management Studies, 11(41), 155-187. https://doi.org/10.87453/bumara.2026.373601.4846
Akhtar, M., Salman, A., Abdul Ghafoor, K., & Kamran, M. (2024). Artificial intelligence, financial services knowledge, government support, and user innovativeness: Exploring the moderated-mediated path to fintech adoption. Heliyon, 10(21), e39521. https://doi.org/10.1016/j.heliyon.2024.e39521
Alahmad, F. A., Ghouse, G., & Bhatti, M. I. (2026). AI and Fintech Synergy: Strengthening Financial Stability in Islamic and Conventional Banks. Journal of Risk and Financial Management, 19(1), 21. https://doi.org/10.3390/jrfm19010021
AlBalushi, A. A. & AlBolushi, A. Y. (2024). AI-Driven Innovation in Higher Education Marketing: An Exploration of Oman's Academic Landscape. In N. Al Harrasi & M. Salah El Din (Eds.), Utilizing AI for Assessment, Grading, and Feedback in Higher Education (pp. 274-298). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-2145-4.ch012
Allil, K. (2024).  Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success. J Market Anal 12, 142–168 https://doi.org/10.1057/s41270-023-00281-z
Ardehali, M. Mohammadian A. Khanlari. A. (2026). Artificial Intelligence in Marketing: A Systematic Literature Review and Meta-Synthesis of Applications and Technologies. Journal of Artificial Intelligence in Business and Marketing, 7(1), 63-102. https://doi.org/JABM.3.2.15564.3515415134
Ayman M. Badawy, Eman Abo Elhamd, Hamed M. Shamma, & HodaEl Kolaly. (2025). ARTIFICIAL INTELLIGENCE IN MARKETING: IMPLICATIONS AND FUTURE RESEARCH DIRECTIONS. International Journal of Business & Economics (IJBE), 10(1), 66–95. https://doi.org/10.58885/ijbe.v10i1.66.ab
Al-Zahrani, A.M., Alasmari, T.M. (2024). Exploring the impact of artificial intelligence on higher education: The dynamics of ethical, social, and educational implications. Humanit Soc Sci Commun 11, 912 https://doi.org/10.1057/s41599-024-03432-4
Bano, R. Azim, F. Mahmood, Z. (2025). The Role of Artificial Intelligence in Personalized Marketing: Enhancing Customer Experience, Predictive Targeting, and Brand Engagement. The Critical Review of Social Sciences Studies, 3(2), 50-65. https://doi.org/10.59075/d94kvf44
Belk,W., Belanche, R., & Flavian, C. (2023): Key concepts in artificial intelligence and technologies 4.0 in services. Service Business17 (3):1–9
https://doi.org/10.1007/s11628-023-00528-w
Beyari, H., & Hashem, T. (2025). The Role of Artificial Intelligence in Personalizing Social Media Marketing Strategies for Enhanced Customer Experience. Behavioral Sciences, 15(5), 700. https://doi.org/10.3390/bs15050700
Farman Thomas Albarak, A., Sadeghi, M., Jassim, S. A., & Rashidpour, A. (2025). Identification of dimensions and components of the green university model in Iraqi higher education. Journal of Strategic Management, 4(3), 161-202. https://doi.org/10.87453/bumara.2025.372306.4846
Haniatin, M. Wijaya, A. Hanim, F. Rizal, F. (2024). ANALYSIS OF THE USE OF ARTIFICIAL INTELLIGENCE (AI) IN PERSONALIZING EDUCATION MARKETING. 2(2). https://ejournal.unuja.ac.id/index.php/icesh
Hajhosseini, M. (2024). Analyzing the Impact of Artificial Intelligence Implementation on Mental Health and Learning Performance in Schools. Journal of Intelligent Strategic Management, 3(3), 187–218. doi: bumara.3.2.15564.35887873.63082518.
Hashemi Baghi,Z , Haghighinasab,M and Khadivar,A . (2025). Designing a cognitive map of Generation Z consumption behavior based on digital lifestyle. Journal of Intelligent Marketing Management, 6(4), 155-185. doi: JABM.3.2.155654854.25741546
Karimi, R., & Nasehifar, V. (2025). Designing a strategic value management model for use in commercial education services markets. Journal of Strategic Management, 4(1), 11-36. https://doi.org/bumara.2025.372102.4802
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business horizons, 62(1), 15-25. https://doi.org/10.1016/j.bushor.2018.08.004
Khatami,E S , Akbari Maham,A R and Azizian,Z . (2023). Smart Model of Green Business Strategies Regarding the New Path to Increasing the Stock Price of Manufacturing Companies. Journal of Intelligent Strategic Management, 2(4), 7-26. doi: bumara.3.2.15564.3523428878.367908
Landers, R., & Behrend, T.S. (2023) “Auditing the AI auditors: A framework for evaluating fairness and bias in high stakes AI predictive models.,” Am. Psychol. 78(1), 36–49, https://doi.org/10.1037/amp0000972
Lozic, E., & stular, B. (2023). Fluent but Not Factual: A Comparative Analysis of ChatGPT and Other AI Chatbots’ Proficiency and Originality in Scientific Writing for Humanities. Future Internet, 15(10), 336. https://doi.org/10.3390/fi15100336
Mahmoudi Maymand, M., Falsafi Fard, M., Khademi, S. M., & Hosseini, M. H. (2024). Designing and explaining the model of smart marketing campaign for startups in social networks. Journal of Artificial Intelligence in Business and Marketing, 5(4), 146-172. https://doi.org/JABM.3.2.15564.358878790895959454
Mazrae Farahani,R , Ooshaksaraei,M , Mahfoozi,G and Taleghani,M . (2023). Explaining the Impact of Financial Technology (Fintech) on the Development of Sustainable Banking. Journal of Intelligent Marketing Management, 4(4), 164-186. doi: JABM.3.2.15564.35997779643
Mijwil, M., Aljanabi, M., & Ali, A. H. (2023). Chatgpt: Exploring the role of cybersecurity in the protection of medical information. Mesopotamian journal of cybersecurity, 2023, 18-21. https://doi.org/10.58496/MJCS/2023/004
Mohammadian,M , Dehdashti Shahrokh,Z , Nasehifar,V and Lotfi,H . (2026). Presenting a Phygital Customer Experience Framework in Iranian Chain Stores: A Qualitative Approach. Journal of Intelligent Marketing Management, 7(1), 459-474. doi: JABM.3.2.15564.654985.41522
Nabipour Afrouzi,M , Taban,M and Hasani,M . (2025). An Analysis of the Important of Financial Technology Companies in the Financial Stability of Banks. Journal of Intelligent Strategic Management, 4(1), 59-98. doi: bumara.2025.372104.4804
Norman, E., & Pahlawati, E. (2024). Peran artificial intelligence dalam rekrutmen dan seleksi: Meningkatkan efisiensi dan akurasi dalam MSDM. https://doi.org/10.56709/stj.v3i1.320
Oberoi, P. (2023). How Artificial Intelligence Is Impacting Marketing?. In Encyclopedia of Data Science and Machine Learning (pp. 606-618). IGI Global. https://doi.org/10.4018/978-1-7998-9220-5.ch036
Oguntuase, J. Zenith, B. (2024). Artificial Intelligence-Enabled Education Marketing in an Emerging Bioeconomy. Enhancing and Predicting Digital Consumer Behavior with AI (pp.74-92). https://doi.org/10.4018/979-8-3693-4453-8.ch005
Pitt, C., Paschen, J., Kietzmann, J., Pitt, L. F., & Pala, E. (2023). Artificial intelligence, marketing, and the history of technology: Kranzberg’s laws as a conceptual lens. Australasian Marketing Journal, 31(1), 81-89. https://doi.org/10.1177/18393349211044175
Ram, J., & Zhang, Z., (2022). Examining the needs to adopt big data analytics in B2B organizations: development of propositions and model of needs. J. Bus. Ind. Mark. 37 (4),790–809. https://doi.org/10.1108/JBIM-10-2020-0464.
Sarmah, R. Khatun, A. Singh, A. (2023). Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands. International Journal of Asian Business and Information Management. 14. 1-20. https://doi.org/10.4018/IJABIM.320491.
Torabi, M. A, Abbasian,E. and Milani,S. M. S. (2024). Smart marketing using Chat-GPT. Journal of Intelligent Marketing Management, 5(1), 1-9. https://doi.org/JABM.3.2.15564.35858652.456946
Vittala, K. P., Kumar, K., Seranmadevi, R., & Tyagi, A. K. (2024). Artificial Intelligence-Internet of Things Integration for Smart Marketing: Challenges and Opportunities. Advancing Software Engineering Through AI, Federated Learning, and Large Language Models, 295-307. https://doi.org/10.4018/979-8-3693-3502-4.ch019
Vukovic, D.B., Dekpo-Adza, S. & Matovic, S. (2025). AI integration in financial services: a systematic review of trends and regulatory challenges. Humanit Soc Sci Commun 12, 562 https://doi.org/10.1057/s41599-025-04850-8
Zabihi Kaliji,H and Afshar,P . (2025). Presenting an efficiency model for local councils in sustainable smart rural management. Journal of Intelligent Strategic Management, 4(4), 193-220. doi: 10.87453/bumara.2026.373601.4846
Journal of Intelligent Marketing Management
Volume 7, Issue 3 - Serial Number 33
Summer 2026
Pages 164-189