The Role of AI in Targeting and Segmentation: A New Era for Marketing Professionals in the Real Estate Sector

Role of AI in Targeting and Segmentation

Authors

DOI:

https://doi.org/10.63841/iue22585

Keywords:

AI, Artificial Intelligence, Marketing Professionals, Segmentation, Real Estate

Abstract

This study investigates the role of Artificial Intelligence (AI) in targeting and segmentation in the real estate sector in Iraqi Kurdistan. Rapid technological advancements and AI usage in different sectors around the world brought researchers' attention to exploring AI's impact on customers' experiences and marketing professionals' willingness and readiness to leverage this technological development. To quantify their willingness and readiness, as well as whether AI influences the effectiveness of targeting and segmentation strategy, this research uses quantitative methods. Means, regression, and correlation analysis are used to investigate the relationship and impact between dependent and independent variables. Moreover, the survey includes both close-ended questions with open-ended questions. Open-ended items give researchers a chance to dive deeper into qualitative insights from respondents. This paper provides mixed results. Even though marketing professionals see AI as a useful tool in segmentation practices, their responses did not match their perception; thus, statistically, the findings were not significant. In addition, the findings reveal that AI has a positive relationship with segmentation strategies despite challenges such as data quality, lack of infrastructure, and issues related to system integration. More research on other sectors, particularly on human resources readiness and operational challenges, is needed. 

Author Biographies

  • Sardar Hassan Khal Hamza, Department of Marketing Management, Salahaddin University-Erbil, Erbil, Kurdistan, IRAQ

    Sardar Hassan Khal Hamza is an assistant Professor at the department of Marketing Management, College of Administration and Economics, Salahaddin University-Erbil, Iraq. He got B.Sc. International Business Management - Marketing at Manchester Metropolitan University. His research interests are in Marketing, organizational culture and leadership.

  • Kosret M. Ebabekir, Department of Marketing Management, Salahaddin University-Erbil, Erbil, Kurdistan, IRAQ

    Kosret M. Ebabekir is an assistant Professor at the department of Marketing Management, College of Administration and Economics, Salahaddin University-Erbil, Iraq. He got B.Sc. Business Administration – Strategic Management at Salahaddin University-Erbil. His research interests are in Strategic, Marketing, Tourism Service, Organizing, Human Resources and leadership. 

  • Gibraeel Ahmed Ismael, Department of Marketing Management, Salahaddin University-Erbil, Erbil, Kurdistan, IRAQ

    Gibraeel Ahmed Ismael is an assistant Professor at the department of Marketing Management, College of Administration and Economics, Salahaddin University-Erbil, Iraq. He got B.Sc. Business Administration – Strategic Management at Salahaddin University-Erbil. His research interests are in Strategic, Marketing, Hotel Services, leadership and Human Resources Management

     

  • Ghayda Kamal Ahmed, Department of Marketing Management, Salahaddin University-Erbil, Erbil, Kurdistan, IRAQ

    Ghayda Kamal Ahmed is an assistant Lecturer at the department of Marketing Management, College of Administration and Economics, Salahaddin University-Erbil, Iraq. He got B.Sc. Business Administration – Strategic Management at Bingol University / Turkey. His research interests are in Strategic, Marketing, Hotel Services and Leadership

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Published

2025-04-14

Issue

Vol. 2 No. 02 (2025)

Section

Business & Administration

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How to Cite

The Role of AI in Targeting and Segmentation: A New Era for Marketing Professionals in the Real Estate Sector: Role of AI in Targeting and Segmentation. (2025). Academic Journal of International University of Erbil, 2(02), 173-185. https://doi.org/10.63841/iue22585