ABSTRACT
The deployment of artificial intelligence (AI) has been spreading in different domains in recent times, with much emphasis on its prospective considering business-to-business (B2B) marketing. Initial research highlights the advantages of artificial intelligence, for instance providing critical insights about individual actions, recognizing the required understanding of the marketplace, and rationalizing day-to-day business inadequacies. However, a research gap is observed relating to the ways businesses should shape AI capabilities, and eventually business value is impacted from an organization's perspective. In this chapter, the conceptual framework is developed that investigates the impact of AI competencies on business value considering B2B marketing capabilities. One hundred thirty seven survey responses are used to test the proposed research framework from technology organizations, and the ordinal regression method was used for the statistical analysis. The research outcome highlights the processes via which AI skills impact B2B marketing abilities and how the latter influence business value.
