AI-based innovation in B2B marketing: An interdisciplinary framework incorporating academic and practitioner perspectives

Artificial intelligence (AI) rests at the frontier of technology, service, and industry. AI research is helping to reconfigure innovative businesses in the consumer marketplace. This paper addresses existing literature on AI and presents an emergent B2B marketing framework for AI innovation as a cycle of the critical elements identified in cross-functional studies that represent both academic and practitioner strategic orientations. We contextualize the prevalence of AI-based innovation themes by utilizing bibliometric and semantic content analysis methods across two studies and drawing data from two distinct sources, academics, and industry practitioners. Our findings reveal four key analytical components: (1) IT tools and resource environment, (2) innovative actors and agents, (3) marketing knowledge and innovation, and (4) communications and exchange relationships. The academic literature and industry material analyzed in our studies imply that as markets integrate AI technology into their offerings and services, a governing opportunity to better foster and encourage mutually beneficial co-creation in the AI innovation process emerges.