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Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective

Author

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  • Mikalef, Patrick
  • Islam, Najmul
  • Parida, Vinit
  • Singh, Harkamaljit
  • Altwaijry, Najwa

Abstract

The deployment of Artificial Intelligence (AI) has been accelerating in several fields over the past few years, with much focus placed on its potential in Business-to-Business (B2B) marketing. Early reports highlight promising benefits of AI in B2B marketing such as offering important insights into customer behaviors, identifying critical market insight, and streamlining operational inefficiencies. Nevertheless, there is a lack of understanding concerning how organizations should structure their AI competencies for B2B marketing, and how these ultimately influence organizational performance. Drawing on AI competencies and B2B marketing literature, this study develops a conceptual research model that explores the effect that AI competencies have on B2B marketing capabilities, and in turn on organizational performance. The proposed research model is tested using 155 survey responses from European companies and analyzed using partial least squares structural equation modeling. The results highlight the mechanisms through which AI competencies influence B2B marketing capabilities, as well as how the later impact organizational performance.

Suggested Citation

  • Mikalef, Patrick & Islam, Najmul & Parida, Vinit & Singh, Harkamaljit & Altwaijry, Najwa, 2023. "Artificial intelligence (AI) competencies for organizational performance: A B2B marketing capabilities perspective," Journal of Business Research, Elsevier, vol. 164(C).
    • Handle: RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323003569
    DOI: 10.1016/j.jbusres.2023.113998
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    4. De Keyser, Arne & Antonetti, Paolo & Rouziou, Maria & Béal, Mathieu & Wang, Zih-Hsiang & Grégoire, Yany & Lussier, Bruno, 2025. "Understanding the B2B customer experience and journey: A convergence-based lens," Journal of Business Research, Elsevier, vol. 198(C).
    5. Marjan Mohd Noor C.A (M) & Jaya Kumar Shanmugam & Wan Kamarul Hazim Wan Ya C.A (M), ASEAN CPA, 2025. "The Effects of ICT Investment on Malaysian Technology-Based Firm Performance," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 3707-3729, September.
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    9. Ahed Al-Haraizah, 2026. "AI-driven E-government: a moderated model for enhancing E-service quality," Future Business Journal, Springer, vol. 12(1), pages 1-19, December.
    10. Shen, Lei & Shi, Qingyue & Parida, Vinit & Jovanovic, Marin, 2024. "Ecosystem orchestration practices for industrial firms: A qualitative meta-analysis, framework development and research agenda," Journal of Business Research, Elsevier, vol. 173(C).
    11. Arne de Keyser & Paolo Antonetti & Maria Rouziou & Mathieu Béal & Zih-Hsiang Wang & Yany Grégoire & Bruno Lussier, 2025. "Understanding the B2B customer experience and journey : A convergence-based lens," Post-Print hal-05098375, HAL.
    12. Kyriakopoulos, Nikolaos & Kim, Euiyoung & Hultink, Erik Jan & Santema, Sicco, 2025. "The impact of design thinking and artificial intelligence capabilities on performance: The role of new product development decision-making agility," Journal of Business Research, Elsevier, vol. 200(C).
    13. Fu, Yu & Chen, Yijun & Zhang, Yulin & Wang, Menghan & Yu, Yuanchun, 2026. "Corporate productivity transformation under the innovation paradigm: The role and impact of artificial intelligence," Technology in Society, Elsevier, vol. 84(C).
    14. Samridhi Kapoor & Manoj Govind Kharat & Shreyanshu Parhi & Mukesh Govind Kharat & Shatrudhan Pandey, 2024. "Striving for Business Sustainability: Understanding the Interplay and Impact of Sustainable Finance, Environmental Social Governance Strategy, and Information Technology Integration on Sustainable Enterprise Performance," Circular Economy and Sustainability, Springer, vol. 4(4), pages 2749-2774, December.
    15. Rabia Akram & Xiaojing Shi & Fahad Khalid & Mohit Srivastava, 2025. "Artificial Intelligence (AI) Adoption and Green Investment: Driving Corporate Environmental Responsibility," Business Strategy and the Environment, Wiley Blackwell, vol. 34(7), pages 9188-9202, November.
    16. Bin-Nashwan, Saeed Awadh & Li, Jackie Zhanbiao, 2025. "AI-infused knowledge and green intellectual capital: pathways to spur accounting performance drawn from RBV-KBV model and sustainability culture," Technology in Society, Elsevier, vol. 82(C).
    17. Robertson, Jeandri & Botha, Elsamari & Oosthuizen, Kim & Montecchi, Matteo, 2025. "Managing change when integrating artificial intelligence (AI) into the retail value chain: The AI implementation compass," Journal of Business Research, Elsevier, vol. 189(C).
    18. An, Meng & Lin, Jiabao & Luo, Xin (Robert), 2024. "The impact of human AI skills on organizational innovation: The moderating role of digital organizational culture," Journal of Business Research, Elsevier, vol. 182(C).
    19. Bustinza, Oscar F. & Molina, Luis M. & Vendrell-Herrero, Ferran & Opazo-Basaez, Marco, 2024. "AI-enabled smart manufacturing boosts ecosystem value capture: The importance of servitization pathways within digital-intensive industries," International Journal of Production Economics, Elsevier, vol. 277(C).
    20. Alwakid, Wafa Naif & Dahri, Nisar Ahmed, 2025. "Harnessing AI capabilities and green entrepreneurial orientation for sustainable SME performance using SEM analysis approach," Technology in Society, Elsevier, vol. 83(C).
    21. Khalil, Ashraf & Agarwal, Reeti & Yaqub, Muhammad Zafar & Papa, Armando, 2025. "Unlocking the AI-Productivity paradox in HR: Qualitative insights across organizational levels," Journal of Business Research, Elsevier, vol. 199(C).
    22. Al Halbusi, Hussam & Al-Sulaiti, Khalid Ibrahim & Alalwan, Ali Abdallah & Al-Busaidi, Adil S., 2025. "AI capability and green innovation impact on sustainable performance: Moderating role of big data and knowledge management," Technological Forecasting and Social Change, Elsevier, vol. 210(C).

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