Exploring the impact of AI-Enabled Marketing on business performance in SMEs
TL;DR
It is concluded that initiatives promoting AI adoption must clearly communicate its concrete benefits and how managers can effectively foster adoption while addressing employee insecurities regarding AI technology.
Abstract
Small and medium-sized enterprises (SMEs) lag in adopting artificial intelligence (AI) for marketing management, a gap reflected in the scarce literature on AI adoption within marketing contexts. To examine the impacts of AI implementation on firm performance, this study identifies the key drivers of AI adoption and usage in marketing activities. Using a quantitative approach, we collected data from 216 SMEs and tested a structural equation model (SEM) via bootstrapping to evaluate twelve hypotheses linking AI-enabled marketing activities, performance expectancy, co-worker support, management encouragement, and user attitude to AI-driven business performance. Results support six hypotheses. Notably, senior management encouragement is critical—both directly and indirectly—for AI adoption in marketing. Furthermore, integrating AI into marketing activities directly enhances business performance, while co-worker support positively influences performance expectations and actual usage. Conversely, user attitude showed no significant effect in this context. We conclude that initiatives promoting AI adoption must clearly communicate its concrete benefits. Moreover, future research should explore how managers can effectively foster adoption while addressing employee insecurities regarding AI technology.