The Use of Artificial Intelligence and International Marketing

Despite the rapid advancement of artificial intelligence (AI) and its integration across business functions, its impact on value creation and propositions in international marketing (IM) remains underexplored. This paper addresses this gap by examining AI’s role in business-to-business (B2B) and business-to-consumer (B2C) marketing. It explores how AI enhances value propositions, emphasizing the significance of connectivity, interactivity, and information stickiness, as well as the challenges these factors pose. Furthermore, the study highlights how institutional variations—including norms, values, ethical considerations, and regulatory frameworks—influence AI-enabled value creation and proposition. We contend that AI systems in international marketing must adapt to these institutional differences to ensure accurate, context-sensitive value propositions and to safeguard brand reputation and legitimacy. By integrating insights from AI capabilities and institutional theory, this paper aims to advance understanding of AI-enabled value creation in IM and stimulate further research that incorporates institutional perspectives in future investigations.