Adoption of AI in Marketing and its Impact on Business Performance. A Case of SMEs in Pakistan

Abstract

AI has gained popularity over the past few years, and it is not unwarranted. We see its implementation in many areas, one of which is marketing. From improving customer experience to designing personalized marketing strategies, AI has played a significant role. The purpose of our study was to investigate the impact of AI in marketing (AIM) on business performance. The areas of business performance that were considered for this studied included customer performance, financial performance, internal business process performance and learning and growth performance. Our findings suggest that AIM has a positive impact on business performance and can be used for improved decision making. We also studied the mediating effect of analytical culture of an organization and found that it positively impacts the relationship between AIM and business performance. Our study presents empirical evidence to support the adoption of AI in marketing.