The Strategic Adoption of Artificial Intelligence in Organisations as a Driver of Digital Marketing Transformation

Gabriel CROITORU; Nicoleta Valentina FLOREA; Georgeta FERNANDEZ; Mihai Bogdan CROITORU

doi:10.2478/picbe-2026-0265

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The Strategic Adoption of Artificial Intelligence in Organisations as a Driver of Digital Marketing Transformation

Proceedings of the International Conference on Business Excellence

Volume 20 (2026): Issue 1 (July 2026)

By: Gabriel CROITORU, Nicoleta Valentina FLOREA, Georgeta FERNANDEZ and Mihai Bogdan CROITORU

Open Access

|Jul 2026

Abstract

This study examines how strategic adoption of artificial intelligence (AI) contributes to digital marketing transformation and digital marketing performance. Building on the resource-based view and dynamic capabilities theory, the paper argues that AI creates marketing value when it is not used merely as an operational tool, but embedded in organisational routines, ethical governance mechanisms, and trustbased human–AI interaction. The proposed model includes Strategic Adoption of AI (O-AI_S) as the main antecedent, Digital Marketing Transformation (MDT) as the central transformation construct, and Digital Marketing Performance (MP) as the outcome variable. Digital Culture and Organisational Readiness for AI (DC_AI), AI Governance and Ethics (AIGE), and Trust in AI (TRUST_AI) are examined as organisational mechanisms that partially mediate the relationship between strategic AI adoption and digital marketing transformation. A quantitative cross-sectional study was conducted using a structured questionnaire distributed to professionals and managers from Romanian organisations. After data selection, 420 valid responses were retained for analysis. The model was tested through partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4.0. The results show that strategic AI adoption has a positive effect on digital marketing transformation (β = 0.384, p < 0.001).Digital culture and organisation readiness, AI governance and ethics, and trust in AI also contribute significantly to this transformation, while their joint indirect effect confirms partial mediation (β = 0.312, p = 0.013). The transformation of digital marketing has the strongest direct effect on digital marketing performance (β = 0.521, p < 0.001). The model explains 63.4% of the variance in digital marketing transformation and 58.7% of the variance in digital marketing performance. The findings suggest that AI generates better marketing results when technological adoption is supported by cultural readiness, ethical governance, and trust.

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Articles in this issue

DOI: https://doi.org/10.2478/picbe-2026-0265 | Journal eISSN: 2558-9652

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Language: English

Page range: 3556 - 3574

Published on: Jul 23, 2026

Published by: Bucharest University of Economic Studies

In partnership with: Paradigm Publishing Services

Publication frequency: 1 issue per year

Keywords:

Artificial intelligence,

Strategic AI adoption,

Digital marketing transformation,

Digital marketing performance,

Digital culture,

AI governance and ethics,

Trust in AI

Related subjects:

Business and economics,

Political economics,

Political economics, other,

Business management,

Business management, other,

Industrial chemistry,

Energy harvesting and conversion

© 2026 Gabriel CROITORU, Nicoleta Valentina FLOREA, Georgeta FERNANDEZ, Mihai Bogdan CROITORU, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 20 (2026): Issue 1 (July 2026)