The Impact of Remote Work on Employee Productivity with moderating role of AI tools: Digital Marketing Sector of Pakistan

An Empirical Study at the Impact of Remote Work on Employee Productivity, Moderated through AI Tools: Insights from the Digital Marketing Sector of Pakistan

Abstract

The rise of remote work and AI tools in increase digital marketing sector of Pakistan. This research investigates the impact of remote work on employee productivity with moderating role of AI tools in digital marketing context. Adopting the qualitative method through thematic approach, conduct semi structured interview to Professionals or experts the employee and working remotely in Digital marketing agencies and companies. The investigation aim, challenges or benefits unique to the Pakistani digital marketing landscape. The influence of artificial intelligence advancements and remote work arrangements on worker productivity in Pakistan's digital marketing sector is investigated in this study. Semi-structured interviews were utilized to pinpoint the specific consequences of these two trends. Digital remote work has been demonstrated to improve work-life balance, perceived productivity, emotions of loneliness, and communication problems. Additionally, it was shown that opinions on AI applications in the same field were largely favorable, especially for technological instruments intended to boost productivity, such chatbots for customer service or content automation. However, a number of hazards were noted by poll respondents, including a growing dependence on technology and a deterioration in the caliber of independent critical analysis.  This information can guide digital marketing companies in Pakistan on potential advantages and considerations when adopting remote work models.