Over the past few decades research has predominantly focused on the technical aspects and theoretical challenges of Artificial Intelligence (AI). With the deluge of data and the increase in processing power, businesses are now facing the challenge of how to deploy AI that generates business value. In this direction, there is still nascent research on how AI can be leveraged in for B2B operations, and particularly marketing. To address this gap, this study draws on the dynamic capabilities view of the firm and specifically on the micro-foundations approach and builds on three selected case studies of large organizations in Norway that use AI for B2B marketing purposes. The study identifies a number of AI-specific micro-foundations of dynamic capabilities, essentially highlighting how organizations can use AI to manage B2B marketing operations in dynamic and uncertain environments. This study also identified several key cross-cutting elements emerging from the data, demonstrating how some key concepts are inter-related and how they affect overall business value.

在过去的几十年里，研究主要集中在人工智能 (AI) 的技术方面和理论挑战上。随着数据的泛滥和处理能力的增强，企业现在面临着如何部署产生商业价值的人工智能的挑战。在这个方向上，关于如何将 AI 用于 B2B 运营，尤其是营销方面的研究尚处于起步阶段。为了弥补这一差距，本研究借鉴了公司的动态能力观点，特别是微观基础方法，并以挪威大型组织的三个选定案例研究为基础，这些组织将人工智能用于 B2B 营销目的。该研究确定了一些特定于人工智能的动态能力微基础，主要强调组织如何使用人工智能在动态和不确定的环境中管理 B2B 营销运营。该研究还确定了数据中出现的几个关键的跨领域元素，展示了一些关键概念如何相互关联以及它们如何影响整体业务价值。