RT Journal Article
T1 AI in Marketing Management: Executive Perspectives from Companies.
A1 Maldonado-Canca, Luis
A1 Cabrera-Sánchez, Juan Pedro
A1 González-Robles, Eva María
A1 Casado-Molina, Ana María
K1 Gestión de marketing
AB The integration of artificial intelligence (AI) in marketing andbusiness communication is transforming corporate strategies, offeringsignificant opportunities while presenting notable challenges. This studyexamines the factors influencing AI adoption by companies, focusing on theperspectives of CEOs. Using a survey of 409 senior executives from Spanishfirms, this research develops an advanced framework based on the unifiedtheory of acceptance and use of technology (UTAUT), enriched withadditional constructs. The findings reveal that effort expectancy andfacilitating conditions are critical drivers of AI adoption. AI aversion,reflecting concerns about distrust, complexity, and ethical risks, emerges asa significant barrier, particularly for CEOs of smaller firms, where its impactis notably stronger. Relative advantage and perceived value also influenceadoption intentions, albeit to a lesser degree, indicating the perceivedbenefits and tangible outcomes of AI in improving processes such assegmentation, automation, and predictive analytics. Key differences arisebetween companies of varying revenue sizes: smaller firms exhibit greateraversion to AI, whereas larger organisations focus on maximizing theirstrategic benefits to drive innovation. These insights highlight theimportance of tailored approaches, such as financial incentives, pilotprograms, and targeted training, to reduce aversion and encourage adoptionacross diverse organizational contexts. This study contributes to theacademic discourse by extending the UTAUT framework to addressemerging challenges in AI adoption. Practically, it provides actionablestrategies for business leaders to address human-centric and technologicalbarriers, fostering a more efficient and data-driven marketing process.
PB Sumy State University
YR 2024
FD 2024-12
LK https://hdl.handle.net/10630/37577
UL https://hdl.handle.net/10630/37577
LA eng
NO Maldonado-Canca, L. A., Cabrera-Sánchez, J. P., Gonzalez- Robles, E. M. & Casado- Molina, A. M. (2024). AI in Marketing Management: Executive Perspectives from Companies. Marketing and Management of Innovations, 15(4), 42–55. https://doi.org/10.21272/mmi.2024. 4-04
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026