This will facilitate the processing of large scale and unstructured data in real-time, and by generating predictive insights that enhance marketing decision making (Albrecht et al., 2021).Īlbeit of unparalleled significance to the competitiveness of firms in the future, AI adoption represents a substantial and costly challenge for firms, one where the impact of efforts is equivocal (Haenlein & Kaplan, 2021 Lui et al., In Press). Forecasts suggest AI will deliver an economic output of approximately $13 trillion by 2030 and create between $1.4 and $2.6 trillion of value in marketing (Chui et al., 2018). Artificial intelligence (AI, hereafter) is one such technology, poised to transform all facets of marketing through the augmentation and amplification of human intelligence (Davenport et al., 2020 Rust, 2020). Further contributing to this challenge, the emergence of new technologies is creating a revolution in marketing-rendering much of the discipline’s extant thinking and practice increasingly obsolete (Rust, 2020). The literature that seeks to understand the impact of marketing and sales activities on firm performance is vast, highlighting the complexities associated with measuring marketing´s return on investment (Edeling et al., In Press Feng et al., 2015 Mintz et al., 2021).