BEYOND ADOPTION: UNPACKING THE DIRECT IMPACT OF AI UPON MARKETING ADVANCEMENT: MODERATING ROLE OF TECHNICAL CAPABILITIES

The present research examines inputs of compatibility, relative advantage, complexity, perceived usefulness, perceived ease of use, anthropomorphism, tangibility, and cost effectiveness in determining advancement of marketing practices in Pakistan, with moderating input from technical capabilities, and the mediating input from AI adoption. With quantitative research approach, the study used a questionnaire survey as primary data to conduct the analysis. The study used the convenience sampling technique to collect 384 responses from operations and marketing managers of pharmaceutical companies of Karachi, Pakistan, and utilized the structural equation model (SEM) as a statistical technique to perform the analysis using SMART PLS. The study found that AI adoption significantly advances marketing practices. The key factors like anthropomorphism, compatibility, complexity, cost effectiveness, perceived use, relative advantage, and technical capabilities all significantly influence both AI adoption and advancement of marketing. The study found AI adoption significantly advances marketing practices, driven by factors like anthropomorphism, compatibility & perceived ease of use. Still, the blend of AI adoption and technical proficiencies showed no significant influence. Interestingly, perceived usefulness did not impact adoption but did augment marketing outcomes.