Unlocking Organizational Performance: How AI-Driven Marketing Mediates the Path to Success

Purpose: This study explores the mediating role of marketing capabilities in the relationship between artificial intelligence (AI) adoption and organizational performance. Although the strategic value of AI has been widely acknowledged, the mechanisms through which it enhances performance—particularly through market facing capabilities—remain insufficiently examined, especially within e commerce firms in emerging economies. Design/methodology/approach: A quantitative, cross sectional survey was conducted among employees of an Iranian e commerce firm. Using simple random sampling, ۲۷۴ respondents were selected from a population of ۹۵۰ employees. Data were collected using validated instruments measuring AI adoption, marketing capabilities, and organizational performance. Structural equation modeling (PLS SEM) was employed to test the proposed direct and mediating relationships. Findings: Results indicate that AI adoption significantly enhances both organizational performance and marketing capabilities. Marketing capabilities also exert a significant positive effect on organizational performance. Furthermore, marketing partially mediates the relationship between AI adoption and performance, confirming that AI creates value not only directly but also through capability development. The proposed model explains ۶۲.۳% of the variance in organizational performance. Originality/value: This study advances the emerging literature on AI enabled business value by uncovering a key mechanism through which AI contributes to performance outcomes. By demonstrating that AI investments yield greater benefits when accompanied by strengthened marketing capabilities, the research highlights the strategic need for organizations to reconfigure market oriented processes to fully leverage AI technologies. These insights provide both theoretical refinement and actionable guidance for managers seeking to convert AI resources into sustainable competitive performance.

کلیدواژه ها:

Artificial Intelligence ، Marketing ، Organizational Performance ، Mediating Role ، Structural Equation Modeling ، E‑commerce