Key points are not available for this paper at this time.
The present study examines the association between artificial intelligence capabilities, marketing capabilities, and marketing effectiveness with support from resources-based view and dynamic capability theories. The study also examined the moderating impact of technology turbulence between artificial intelligence capabilities and marketing capabilities. The results were analyzed on Indian business firms using PLS-SEM. The findings revealed significant relationships between artificial intelligence capabilities, marketing capabilities, and marketing effectiveness. Moreover, technology turbulence did not show significant moderation in case of marketing planning capability and customer relationship management capability. This study contributes to strategic marketing literature by examining role of artificial intelligence capabilities in enhancing marketing capabilities and marketing effectiveness. The evidence underscores that, even under conditions of technology turbulence, firms can still unlock substantial gains in marketing performance by strategically investing in and orchestrating artificial intelligence driven capabilities. The study also offers practical insights for firms on integrating artificial intelligence for effective and efficient marketing strategy.
kumar et al. (Mon,) studied this question.