Determinants of AI-Powered Marketing Tool Adoption in E-Commerce: An Empirical Analysis within Intelligent Computing Systems

This study examined the key variables that impact the adoption of AI-based marketing tools in the e-commerce ecosystem in Bangladesh, with emphasis on the interrelationship between technological, organizational, and environmental aspects. A quantitative design of research was used and a structured survey questionnaire to 200 representatives of different e-commerce companies was conducted. Upon screening, 170 valid responses were tested in SmartPLS 4 to refer to the proposed model. The findings showed that PRA, TMS, OR, CP, and RE had a strong influence on the process of implementing AI marketing tools, with TMS the most significant one. Results also emphasized that employees with positive organizational culture and high leadership commitment made the introduction of AI successful. In practical sense, the research proposed that e-commerce firms ought to reinforce management, invest in employee capacity building, and enhance technological preparedness to enhance digital competitiveness. Although the study has a geographic limitation, it adds to the current body of knowledge concerning AI adoption in marketing because it includes empirical data and practical advice. Further observation is advisable in the future to explore the factors of competence of employees, cultural preparedness, and ethical aspects to gain more insights on sustainable AIdriven change in the emerging economies.