Artificial intelligence focus and firm performance

Sagarika Mishra (), Michael T. Ewing () and Holly B. Cooper ()
Additional contact information
Sagarika Mishra: Deakin University
Michael T. Ewing: Deakin University
Holly B. Cooper: Deakin University

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 6, No 4, 1176-1197

Abstract: 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.

Keywords: Firm performance; Firm efficiency; Artificial intelligence; Marketing metrics (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s11747-022-00876-5

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