AI'S IMPACT ON ORGANIZATIONAL PERFORMANCE: THE B2B MARKETING CAPABILITIES PERSPECTIVE.

Businesses have changed their marketing techniques because they now use artificial intelligence (AI) technologies which help companies make better business decisions and improve their customer relationships and capacity to respond to market changes.The research investigates how companies that use artificial intelligence (AI) technology improve their business results through their development of business-to-business (B2B) marketing skills.The study used dynamic capability theory to analyze how artificial intelligence (AI) tools enhance essential marketing abilities which include market sensing and customer engagement and predictive analytics and operational efficiency.The researchers conducted a quantitative study which involved collecting primary data from B2B managers through a structured questionnaire.The researchers used statistical methods to confirm their hypotheses through descriptive analysis and reliability testing and correlation analysis and regression and structural equation modeling.The results demonstrate that B2B marketing capabilities improve when organizations adopt AI technology which subsequently leads to better financial results and operational success and increased market advantages.The research revealed that marketing capabilities create a partial link between AI technology and organizational performance measurement.The research study adds to existing knowledge about AI-driven changes in business-to-business (B2B) environments by demonstrating how marketing abilities serve as vital pathways that connect technology investments to business performance.The study presents practical AI usage guidelines for managers who want to create a competitive advantage that will last their businesses.