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Artificial intelligence focus and firm performance

Author

Listed:
  • Sagarika Mishra

    (Deakin University)

  • Michael T. Ewing

    (Deakin University)

  • Holly B. Cooper

    (Deakin University)

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.

Suggested Citation

  • Sagarika Mishra & Michael T. Ewing & Holly B. Cooper, 2022. "Artificial intelligence focus and firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1176-1197, November.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:6:d:10.1007_s11747-022-00876-5
    DOI: 10.1007/s11747-022-00876-5
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    2. Roberto Moro-Visconti & Salvador Cruz Rambaud & Joaquín López Pascual, 2023. "Artificial intelligence-driven scalability and its impact on the sustainability and valuation of traditional firms," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-14, December.
    3. Haefner, Naomi & Parida, Vinit & Gassmann, Oliver & Wincent, Joakim, 2023. "Implementing and scaling artificial intelligence: A review, framework, and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 197(C).

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