Examining the Determinants of Generative AI Utilization for SEO and Content Marketing: A TOE Approach in the Bangladeshi Digital Space

Abstract

This study looks into the main factors that influence how Gene AI is used for SEO and content marketing in the Bangladeshi digital environment. The primary aim was to understand how technological, organizational, and environmental aspects impact the adoption and practical use of Gen AI tools by organizations in this growing market. A quantitative method was applied by distributing a structured questionnaire to 150 professionals working in digital marketing, from which 134 valid responses were analyzed using PLS-SEM with the SmartPLS software. The results showed that TR, EC, CP, and the REE all had significant positive effects on the use of Gen AI for SEO and content marketing. These findings suggest that technical infrastructure, workforce skills, market competition, and clear regulatory frameworks play critical roles in encouraging AI adoption, particularly in developing country settings like Bangladesh. Practically, it is recommended that companies focus on improving their digital capabilities and employee training, while policymakers should work on creating supportive regulations to promote responsible AI use. From a social perspective, the study highlights the importance of ethical guidelines and transparency in regulations to make sure AI-generated content respects societal norms and copyright laws. The originality of this research comes from applying the TOE framework to the specific context of Gen AI adoption in SEO and content marketing in Bangladesh, addressing a gap in regional empirical studies.

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