The impact of artificial intelligence adoption on marketing mix elements through organizational learning and sustainable development goals

The rapid diffusion of artificial intelligence (AI) is transforming marketing decision-making by reshaping product development, pricing strategies, distribution systems, and promotional activities. While emerging research investigates the use of AI in marketing, these studies focus on discrete use cases of AI and provide little understanding of its overall effect on the marketing mix, especially in emerging markets. Furthermore, little is known about how AI is converted into superior marketing outcomes through organisational processes. This research examined the impact of firms’ use of AI on the four Ps of the marketing mix (product, price, place, and promotion) and the influence of organizational learning. The study adopts a resource-based view and a dynamic capabilities approach to conceptualise organisational learning as a capability that allows firms to translate AI insights into successful marketing initiatives. Drawing on a survey sample of firms from emerging markets, this study uses partial least squares structural equation modeling (PLS-SEM), supplemented with tests for predictive relevance and importance-performance map analysis. Results showed that AI has significant effects on all the marketing mix elements, especially price and distribution. These effects are partially mediated by organisational learning, suggesting firms can benefit more from AI for their strategic decision-making if they have good capabilities in learning, knowledge dissemination and adaptation. This research connects AI-enabled marketing transformation with sustainable development goals 8 and 9 to offer new empirical insights into how AI and organizational learning both contribute to productivity, innovation and sustainable economic development.