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Published (Version of record)CC BY V4.0, Open Access
Published (Version of record)CC BY V4.0, Open
Journal article
Artificial intelligence focus and firm performance
Journal of the Academy of Marketing Science, Vol.50, pp.1176-1197
11/2022
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Abstract
Artificial Intelligence is poised to transform all facets of marketing. In this study, we examine the link between firms' focus on AI in their 10-K reports and their gross and net operating efficiency. 10-K reports are a salient source of insight into an array of issues in accounting and finance research, yet remain relatively overlooked in marketing. Drawing upon economic and marketing theory, we develop a guiding framework to show how firms' AI focus could be related to gross and net operating efficiency. We then use a system of simultaneous equations to empirically test the relationship between AI focus and operating efficiency. Our findings confirm that US-listed firms are in a state of impending transformation with regards to AI. We show how AI focus is associated with improvements in net profitability, net operating efficiency and return on marketing-related investment while reducing adspend and creating jobs.
Details
- Title
- Artificial intelligence focus and firm performance
- Creators
- Sagarika Mishra - Deakin UniversityMichael T. Ewing - Deakin UniversityHolly B. Cooper - Deakin University
- Publication Details
- Journal of the Academy of Marketing Science, Vol.50, pp.1176-1197
- Publisher
- Springer Nature
- Number of pages
- 22
- Grant note
- CAUL
- Identifiers
- 991013124055402368
- Copyright
- © The Author(s) 2022. Open Access: This article is licensed under a Creative Commons Attribution 4.0 International License, (http://creativecommons.org/licenses/by/4.0/.).
- Academic Unit
- Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article