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ThisFirm Competitiveness chapter aims to synthesize current knowledgeKnowledge about the artificial intelligence (AIArtificial intelligence (AI))-marketingMarketing convergence phenomenon and explore how businesses can use AIArtificial intelligence (AI) to enhance their marketing capabilitiesMarketing capabilities and maintain competitiveness. Companies must innovate their marketingMarketing strategies and actions and develop appropriate AIArtificial intelligence (AI)-enhanced specialized, cross-functionalCross-functional, architectural marketing capabilitiesMarketing capabilities. Reviewing information systems and marketingMarketing literature, we discuss the current understanding of AIArtificial intelligence (AI) and its applications in marketingMarketing. In addition, we explore how AIArtificial intelligence (AI)-enhanced marketing capabilitiesMarketing capabilities could increase the firm’s competitiveness and performancePerformance. We conclude with future avenues for research on AIArtificial intelligence (AI)-enhanced marketing capabilitiesMarketing capabilities and company performancePerformance.

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Artificial Intelligence (AI) in Marketing and Firm Competitiveness

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  • 发表日期：

    2025年

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  • Florin Sabin Foltean

摘要

ThisFirm Competitiveness chapter aims to synthesize current knowledgeKnowledge about the artificial intelligence (AIArtificial intelligence (AI))-marketingMarketing convergence phenomenon and explore how businesses can use AIArtificial intelligence (AI) to enhance their marketing capabilitiesMarketing capabilities and maintain competitiveness. Companies must innovate their marketingMarketing strategies and actions and develop appropriate AIArtificial intelligence (AI)-enhanced specialized, cross-functionalCross-functional, architectural marketing capabilitiesMarketing capabilities. Reviewing information systems and marketingMarketing literature, we discuss the current understanding of AIArtificial intelligence (AI) and its applications in marketingMarketing. In addition, we explore how AIArtificial intelligence (AI)-enhanced marketing capabilitiesMarketing capabilities could increase the firm’s competitiveness and performancePerformance. We conclude with future avenues for research on AIArtificial intelligence (AI)-enhanced marketing capabilitiesMarketing capabilities and company performancePerformance.