Even as more companies integrate artificial intelligence (AI) into their new products and services, little research outlines the strategic implications of such AI adoption. Therefore, the present study investigates how investors respond to announcements of new product innovations integrated with AI by non-software firms (AI-NPIs), with the prediction that they respond favorably if the firms feature a marketing department with substantial power; such firms likely possess the marketing resources and assets needed to ensure the success of AI-NPIs. An event study with a sample of 341 announcements by 77 S&P 500 firms between 2009–2018 supports this prediction. Furthermore, the relationship between marketing department power and investor response intensifies when the announcement (1) occurs in later innovation stages, (2) involves the sourcing of external innovation assets, and (3) refers to more complex innovations. These findings have both theoretical and managerial implications.

即使越来越多的公司将人工智能 (AI) 集成到他们的新产品和服务中，也很少有研究概述这种人工智能采用的战略意义。因此，本研究调查了投资者对非软件公司 (AI-NPI) 与人工智能集成的新产品创新公告的反应，并预测如果公司拥有强大的营销部门，他们会做出积极的反应；这些公司可能拥有确保 AI-NPI 成功所需的营销资源和资产。一项以 2009 年至 2018 年间 77 家标准普尔 500 指数公司的 341 份公告为样本的事件研究支持了这一预测。此外，当公告（1）出现在创新后期，营销部门权力和投资者反应之间的关系会加强，(2) 涉及外部创新资产的采购，(3) 指更复杂的创新。这些发现既有理论意义，也有管理意义。