Navigating technological disruptions: the interplay of AI-based stakeholder engagement, marketing agility, and firm performance

Purpose This study aims to examine how artificial intelligence (AI)-based stakeholder engagement can enhance marketing agility and improve firm performance, particularly in environments with high technological turbulence. Design/methodology/approach Data were collected through a survey of 335 companies across diverse industries in Australia, using validated scales for AI-based stakeholder engagement, marketing agility, firm performance and technology turbulence. Partial least squares structural equation modelling was used to analyse the data. Findings The results indicate that engaging stakeholders through AI technologies positively influences marketing agility, which in turn enhances firm performance. These effects are amplified in conditions of high technology turbulence. Research limitations/implications This study focuses solely on technological turbulence as a moderating factor. Future research should replicate these findings and explore additional moderating factors to enhance understanding of AI’s impact on marketing dynamics. Practical implications Businesses should invest in and leverage AI to improve interaction with stakeholders, as it can enhance their ability to respond swiftly to market changes and significantly boost overall performance. These implications are especially crucial for firms operating in environments highly disrupted by technological advancements. Originality/value This study bridges literature gaps by highlighting how firms can use AI as a tool to engage suppliers, employees and other stakeholders effectively. This engagement enhances their capabilities to respond to changes in dynamic and disrupted markets. Additionally, this study sheds light on the boundary conditions of these relationships.