The Role of Creative Marketing Strategy in Achieving Marketing Guided by Intelligence-Supported Visions Through the Mediating Role of the Impact of Artificial Intelligence: An Analytical Examination of the Perspectives of a Sample of Employees Within Sele

This research investigates the impact of a Creative Marketing Strategy on Vision-Guided Marketing, with Artificial Intelligence (AI) as a mediating factor, in selected travel and tourism companies in Al-Najaf Governorate (Jannat Al-Najaf Company, Al-Hikma Company, Horizon Road Police, Al-Zekra Company, and Al-Murbad). While creative marketing increasingly drives competitive differentiation, its specific role in vision-driven strategies within the tourism industry remains underexplored. The study adopts a descriptive-analytical approach, sampling 166 individuals through a questionnaire and analyzing data using SPSS V.27 and Amos V.23. Results confirm that Creative Marketing Strategy significantly influences Vision-Guided Marketing, both directly and indirectly, with AI enhancing the strategy’s effectiveness by increasing the perceptibility of marketing impacts. The study recommends that companies heighten their focus on creative marketing, vision-driven initiatives, and AI, emphasizing senior leadership and employee training in these areas to deliver customer-focused, quality services.