How AI literacy of managers shapes AI use in marketing.
Journal
Marketing Review St. Gallen
Series
1
Type
journal article
Date Issued
2026
Author(s)
Abstract
This study examines the influence of marketing managers’ AI knowledge on their attitudes and overall organizational AI acceptance. Survey data from 243 Swiss managers reveal that managerial AI knowledge is associated with organizational acceptance of AI for operational marketing tasks but not for strategic ones. The findings highlight the role of task type in shaping AI integration in marketing.
Language
English
Keywords
Artificial Intelligence
AI Adoption
AI Transformation
HSG Classification
contribution to scientific community
Refereed
Yes
Volume
43
Number
1
Start page
34
End page
41
Subject(s)
Division(s)