Firm AI Adoption Intensity and Marketing Performance

ABSTRACTThis study delves into a firm’s artificial intelligence (AI) adoption intensity, exploring both its antecedents and consequences. The authors posit that technological opportunism, top management support, and normative pressure are the primary drivers behind a firm’s AI adoption intensity. Adopting a dynamic capabilities perspective, they further suggest that high AI adoption intensity enhances a firm’s marketing performance by boosting its dynamic marketing capabilities. Drawing on data from 226 valid responses provided by marketing managers, product managers, and brand managers, the research reveals that increased AI adoption intensity significantly improves a firm’s marketing performance, empowering it with enhanced marketing capabilities to adapt dynamically to the ever-changing market landscape.KEYWORDS: Artificial intelligenceMiles-Snow strategic typologydynamic capabilitiesmarketing performance Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingData collection was funded by the Marcus Jonathan Hunt endowment, the Mike Loya in Business Administration endowment, and the Mike Loya Center for Innovation and Commerce at the University of Texas at El Paso.