<p>This research investigates the effect of several dimensions of AI such as deep-learning, chat-bots, customization on the performance of e-marketing in Jordanian e-establishments. This paper is based on quantitative research methodology, and the data was obtained through survey questionnaires from e-commerce firms in Jordan. Looking at the dimensions of AI in this paper, it has been evident that they are positively correlated with e-marketing performance. The utilization of AI in e-marketing can provide advantageous outcomes; fundamentally, AI can substantially enhance e-marketing by automating processes, delivering profound data insights, and enhancing campaign performance. However, to guarantee the proper balance between AI and human competence, this needs to be implemented carefully. Moreover, it also pays special attention to considering the extent of the tools of digital marketing that can be used in forming these connections as well. This research contributes to both theoretical and empirical literature by developing a measure of e-marketing performance and examining the role of the dimensions of AI to be tested and how they reduce or enhance the moderating effect of digital marketing tools on the relationship. This study also offers critical implications and recommendations for professionals in e-marketing in the Jordanian environment.</p>