AI-driven dynamic capabilities in international marketing: framework, gaps and research directions

TY - JOUR

T1 - AI-driven dynamic capabilities in international marketing

T2 - framework, gaps and research directions

AU - Chen, Yantai

AU - Liu, Lu

AU - Li, Jing

AU - Singh, Sanjay Kumar

N1 - Publisher Copyright: © 2025 Emerald Publishing Limited

PY - 2025/12/9

Y1 - 2025/12/9

N2 - Purpose – This study provides a comprehensive review of the literature on artificial intelligence (AI)-driven dynamic capabilities (DCs) in international marketing (IM). Design/methodology/approach – An integrated theoretical framework is proposed based on the logic of antecedents, microfoundations, connotation expansion and evolutionary pathways and outcomes. Findings – The conceptual review of AI-driven DCs in IM reveals relatively well-established antecedents, connotation expansion and outcomes. However, significant gaps remain in understanding their microfoundations and evolutionary pathways. To address these gaps, we develop an integrative framework that links organizational adaptation, DCs, international marketing strategy (IMS) and AI-driven transformation, aiming to advance the development of next-generation IM paradigms. Originality/value – This study introduces a novel, integrated framework that enhances the limited understanding of AI-driven DCs in IM and provides valuable insights for both researchers and practitioners.

AB - Purpose – This study provides a comprehensive review of the literature on artificial intelligence (AI)-driven dynamic capabilities (DCs) in international marketing (IM). Design/methodology/approach – An integrated theoretical framework is proposed based on the logic of antecedents, microfoundations, connotation expansion and evolutionary pathways and outcomes. Findings – The conceptual review of AI-driven DCs in IM reveals relatively well-established antecedents, connotation expansion and outcomes. However, significant gaps remain in understanding their microfoundations and evolutionary pathways. To address these gaps, we develop an integrative framework that links organizational adaptation, DCs, international marketing strategy (IMS) and AI-driven transformation, aiming to advance the development of next-generation IM paradigms. Originality/value – This study introduces a novel, integrated framework that enhances the limited understanding of AI-driven DCs in IM and provides valuable insights for both researchers and practitioners.

KW - Artificial intelligence

KW - Dynamic capabilities

KW - International marketing

UR - https://www.scopus.com/pages/publications/105025476588

U2 - 10.1108/IMR-03-2025-0128

DO - 10.1108/IMR-03-2025-0128

M3 - Article

AN - SCOPUS:105025476588

SN - 0265-1335

SP - 1

EP - 30

JO - International Marketing Review

JF - International Marketing Review

ER -