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Artificial intelligence focus and firm performance
Journal of the Academy of Marketing Science ( IF 18.2 ) Pub Date : 2022-06-08 , DOI: 10.1007/s11747-022-00876-5
Sagarika Mishra, Michael T. Ewing, Holly B. Cooper

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.



中文翻译:

人工智能重点和公司业绩

人工智能有望改变营销的方方面面。在这项研究中,我们研究了公司在其 10-K 报告中对 AI 的关注与其总运营效率和净运营效率之间的联系。10-K 报告是洞察会计和金融研究中一系列问题的重要来源,但在市场营销中仍然相对被忽视。利用经济和营销理论,我们开发了一个指导框架,以展示公司的人工智能重点如何与总运营效率和净运营效率相关联。然后,我们使用联立方程系统来经验性地测试 AI 焦点和运营效率之间的关系。我们的调查结果证实,美国上市公司在人工智能方面处于即将转型的状态。我们展示了人工智能如何与净盈利能力的提高相关联,

更新日期:2022-06-08
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