Designing and explaining the model of artificial intelligence competencies on organizational performance considering B2B marketing capabilities

The purpose of this research is to design a model of artificial intelligence competencies on organizational performance, taking into account business-to-business marketing capabilities. The research method is exploratory (qualitative-quantitative). In the qualitative part, it is considered with the Shannon entropy approach, and in the quantitative part, it is descriptive-survey. The participants of the present research in the qualitative part are faculty members and elites of artificial intelligence and marketing and management, which was conducted with 14 people based on the theoretical saturation rule, and in the quantitative part, the 540number of executive directors of industrial towns in northern Iran, of which 190 were selected as statistics sample. The data collection tool was semi-structured interview in the qualitative part, and researcher made questionnaire in the quantitative part. The method of data analysis was selected in the quantitative part of confirmatory factor analysis tests using SmartPLS software. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed considering the aspect of business-to-business marketing capabilities.