Abel Monfort

This study examines the role of artificial intelligence (AI) as a marketing strategy and explains its contribution to firms and the factors influencing their development. The study tests an empirical model based on the research variables and constructs identified using structural equation modeling and the fuzzy set qualitative comparative analysis (FsQCA) approach. Data were collected from 278 food firms. The findings indicate that the implementation of an AI marketing strategy affects performance. Additionally, this study shows that marketing capabilities, customer value co‐creation, and market orientation are positively related to performance. Finally, the results highlight that marketing capabilities, customer value co‐creation, and market orientation affect the development of AI marketing strategies. The research results of FsQCA find that causal conditions of marketing capabilities, customer value co‐creation, market orientation, and AI marketing strategy are necessary and sufficient recipes for higher firm performance.