<p>Artificial intelligence marketing (AIM) usage has received intense interest yet reports mixed anecdotal performance. The authors clarify AIM usage based on insights from in-depth executive interviews and address three substantive research questions: Why do marketers use AIM? How does AIM usage affect firm performance outcomes, and when does this occur? Employing large-scale data collected from various sources in China involving public and private companies over four years, the authors find that AIM usage positively affects firm profitability, customer satisfaction, and customer acquisition. The findings also suggest that customer acquisition and customer satisfaction mediate AIM usage and firm performance. However, the findings demonstrate that employee resistance to change, technological velocity, and industry competition constraint the effect of AIM usage on performance. The results underscore the complex nature of AIM usage in organizations, suggesting that firms should closely monitor relevant customer metrics, cultivate an adaptive organizational culture, and remain environmentally vigilant and adaptive to fully capitalize on the potential AIM usage performance gains.</p>