The Augmenting Effects of Artificial Intelligence on Marketing Performance

Jing Chen, University of Texas at El Paso


This study explores the antecedents and consequences of firm’s artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm’s AI adoption. According to firm’s different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm’s marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, dynamic advertising capability, and dynamic customer relationship management capability. Based on 250 valid respondents from marketing managers, product managers, and brand managers, I find support for the antecedents, consequences, and moderation effects of AI adoption.

Subject Area

Business administration|Marketing|Artificial intelligence

Recommended Citation

Chen, Jing, "The Augmenting Effects of Artificial Intelligence on Marketing Performance" (2019). ETD Collection for University of Texas, El Paso. AAI22617177.