Artificial Intelligence (AI) and Dynamic Capabilities in Marketing: Transforming Business Environments

Abstract

Artificial intelligence (AI) has emerged as a transformative influence that has completely transformed certain sectors and altered the way businesses operate. The use of AI has yielded multiple advantages across different operational domains inside enterprises, particularly in the realm of marketing, where it has had a substantial and favorable influence. AI technologies have provided marketers with increased tools and knowledge, resulting in exceptional efficiency, customization, and strategic decision-making for campaigns. This study examines the existing use of AI in various marketing roles and explores its possible future development and influence on marketing processes. In an ever-changing environment, organizations must effectively manage intricacy, foster innovation, and maintain their competitive edge. Based on existing AI marketing literature, we use the dynamic capacity theoretical perspective to focus on how firms adjust and thrive in evolving settings. This study emphasizes six crucial marketing domains in which AI offers the potential for significant changes. It aims to provide clarity on the direction for future marketing advancements and strategies. These areas include AI-powered customer insights, the measurement of marketing effectiveness, automated marketing strategies, ethical considerations, the enhancement of customer experiences, and the identification of growth opportunities through AI implementation. While acknowledging the beneficial impact of AI as a disruptive force, we also emphasize its limits, possible risks to privacy and security, and the consequences of biases, abuse, and the spread of disinformation. Ultimately, the chapter clearly outlines the deficiencies in the existing research and proposes inquiries with the goal of furthering understanding in the field of AI marketing.

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