Abstract
ABSTRACT This study delves into a firm’s artificial intelligence (AI) adoption intensity, exploring both its antecedents and consequences. The authors posit that technological opportunism, top management support, and normative pressure are the primary drivers behind a firm’s AI adoption intensity. Adopting a dynamic capabilities perspective, they further suggest that high AI adoption intensity enhances a firm’s marketing performance by boosting its dynamic marketing capabilities. Drawing on data from 226 valid responses provided by marketing managers, product managers, and brand managers, the research reveals that increased AI adoption intensity significantly improves a firm’s marketing performance, empowering it with enhanced marketing capabilities to adapt dynamically to the ever-changing market landscape.
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