Artificial Intelligence Adoption in Strategic MarketingDecision-Making: Advancing Predictive Insights,Efficiency, and Market Responsiveness forSuperior Marketing Performance

Background: The growing availability of AI technologies has altered how businesses make and implement strategic marketing decisions. ‎AI-based analytic solutions, machine learning, and automation tools are becoming more prevalent throughout marketing departments to improve marketing data insights, reduce costs, and improve marketing response time to changing marketplace conditions.‎ Objectives: This conceptual study investigates the impact of AI on the development of strategic marketing decisions and subsequent marketing performance, and how the quality of the decision-making process mediates the relationship between AI and marketing performance.‎ Methods: Using an integration of Resource-Based View and Dynamic Capability Theory, the authors use existing literature relating to AI-enabled marketing strategies, decision-making quality, and marketing performance outcomes to develop a conceptual model and propose ‎theoretically grounded hypotheses.‎ Results: The results suggest that AI enables the rapid and accurate execution of strategic marketing decisions, resulting in improved marketing performance; also, the quality of decision-making is identified as a key mediator of the ability of AI-driven capabilities to produce better-than-average marketing performance outcomes.‎ Conclusions: The findings contribute to the development of marketing strategy literature by conceptualizing AI as both a resource and capa-‎bility that can be used to create high-quality decision-making processes and subsequently lead to improved marketing performance. Finally, ‎implications for theory and practice and potential avenues for future research are discussed‎.