Conceptual Framework of Causal Factors and Outcomes of Integration of Artificial Intelligence Technology in Marketing
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Abstract
Artificial intelligence (AI) technology is creating significant impacts and transformations in business operations and plays a crucial role in organizational marketing activities. It serves as a powerful tool for better understanding customers, developing marketing offerings, predicting demand, delivering personalized experiences, and enhancing customer retention. This article explores the integration of artificial intelligence technology in marketing through a comprehensive literature review. It proposes key causal factors, including technological infrastructure, the development of personnel’s digital skills, dynamic capabilities, innovation culture, organizational digital transformation, and digital transformation leadership. The study also identifies outcomes, including digital marketing capabilities, organizational competitive advantage, and organizational performance. Furthermore, it examines the moderating role of marketing agility. The findings aim to support the application of these concepts in developing marketing capabilities and guiding future empirical research.
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