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- W4293079011 abstract "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." @default.
- W4293079011 created "2022-08-26" @default.
- W4293079011 creator A5050888568 @default.
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- W4293079011 date "2022-06-08" @default.
- W4293079011 modified "2023-10-14" @default.
- W4293079011 title "Artificial intelligence focus and firm performance" @default.
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- W4293079011 doi "https://doi.org/10.1007/s11747-022-00876-5" @default.
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