Artificial intelligence focus and firm performance

Abstract Artificial Intelligence is poised to transform all facets of marketing. In this study, we examine the link between firms’ focus on AI in their 10-K reports and gross net operating efficiency. are a salient source insight into an array issues accounting finance research, yet remain relatively overlooked Drawing upon economic marketing theory, develop guiding framework show how could be related We then use system simultaneous equations empirically test relationship Our findings confirm that US-listed firms state impending transformation with regards AI. associated improvements profitability, efficiency return marketing-related investment while reducing adspend creating jobs.