The Mediating Role of Internal Marketing in the Relationship Between Artificial Intelligence Applications and Quality of Work Life: A Field Study on Service Ministries in Saudi Arabia

Purpose: This study investigates the mediating role of internal marketing (IM) in the relationship between artificial intelligence (AI) applications and quality of work life (QWL). Methodology: A quantitative cross-sectional research design was employed. Data were collected via self-administered questionnaires from a sample of 418 employees across service ministries in Saudi Arabia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) as the analytical instrument. Findings: The results reveal that the direct association between AI applications and QWL was not statistically significant. However, a significant indirect relationship was established, indicating that the effect operates entirely through IM. Specifically, AI applications are positively associated with IM practices, which in turn strongly predict higher QWL in the tested model. Originality/Contributions: The study advances current literature by empirically validating IM as the critical organizational mechanism required to translate AI deployment into employee well-being within public-sector institutions. Practical Implications: Decision-makers must couple AI adoption with targeted IM strategies—such as continuous training, job empowerment, and effective internal communication—to ensure a sustainable, human-centered digital transformation.