Abstract : The current study contextualizes marketing intuition in digital marketing practice driven by AI, and critically examines how the AI-driven Analytics utilization of an organization influences its marketing intuition through the effect of big data analytics, predictive analytical capability and AI-supported decision-making. It utilized a quantitative method, with data collected from 410 digital marketing professionals in MENA region through the use of a structured questionnaire. Data were analyzed using descriptive and multiple regression analyses.
The results show that all variables related to AI have positively significant effects on marketing intuition, suggesting that data-driven market conditions do not reduce intuition but shape it by grounding it in a more disciplined analytical process. AI powered analytics will improve insights, predictive analytics will enhance anticipation, AI-supported decision-making refines judgment through continuing interaction with intelligent systems and big data expands the informational base for instinctive deduction.
The research adds to the extant literature by demonstrating that marketing intuition develops into a hybrid construct that combines human cognition with artificial intelligence (AI) learning. In addition, it provides heuristics for organizations that want to combine analytical tools with intuitive capabilities in order to improve the effectiveness of decision-making.

Keyword : AI-Driven Analytics, Big Data Analytics, Digital Marketing, Marketing Intuition, Predictive Analytics.