Maximizing the Marketing Capabilities and Digital Sustainability of B2B & B2C Platforms Using Artificial Intelligence

The research aims to measure the extent of the possibility of maximizing the marketing capabilities of both the B2B platform (from company to company) and B2C (from company to customer). To achieve this goal, it developed a hypothetical plan for a long period of two hypotheses. Which has been implemented through the Reebok website in the United Arab Emirates. (63) Valid questionnaires were analyzed. Managers and marketing professionals presented the modern arms of statistical technical research, which are structural equation modeling with partial least squares and structural equation modeling with partial least squares (PLS-SEM). Using (Smart-PLS, V.0.4) program. The research revealed several opportunities, the most prominent of which is that artificial intelligence is compatible with the outstanding performance of the marketing capabilities of (B2B & B2C) platforms. The most important thing in the research is that more attention should be paid to artificial intelligence, as it produces marketing capabilities for companies.