Competencies in Artificial Intelligence for Organizational Performance: A viewpoint on B2B Marketing Capabilities
Keywords:
Competencies, Artificial Intelligence, organization, performance, B2B and Marketing CapabilitiesAbstract
This study examined how artificial intelligence (AI) is changing Business-to-Business (B2B) marketing and improving organizational effectiveness. While global competition pushes AI adoption for a competitive edge, many C-level executives are still undecided about its long-term value. AI has great potential to streamline manual processes and improve B2B operations. The absence of managers' grasp of AI integration's visible benefits makes it difficult to realize significant value from AI investments. The survey lists machine learning, data processing, programming, algorithmic thinking, neural networks, deep learning, and natural language processing as AI talents. These capabilities stress innovative integration of organizational knowledge, institutions, and technology as well as technical skills. In recognition of the complexity of AI capabilities, the research defines an AI competence as technical expertise, a diversified operational framework, and a commitment to continual innovation. AI competences enhance B2B marketing capabilities by allowing data analysis, decision-making, and teamwork. The use of AI in B2B marketing includes data analysis, customization, lead creation, CRM, chatbots, marketing automation, and competitive advantage. Technology acceptance in AI capabilities is influenced by perceived usefulness and simplicity, according to the Technology Acceptance Model (TAM). For B2B marketing capabilities, AI competences must match marketers' ease of use and perceived utility. Adopting AI capabilities may boost B2B marketing effectiveness. The report emphasizes AI's disruptive potential in B2B marketing, affecting organizational performance and competitive advantage. To maximize AI's potential in B2B marketing, it recommends deliberate investments in AI competences and multidisciplinary cooperation.