Open innovation and artificial intelligence as drivers of marketing and digital capabilities: A conceptual framework
(A2025-126183)

AUTHORS

Maria D'Agostini, University of Cassino and Southern Lazio; Annarita Colamatteo, University of Cassino and Southern Lazio; Marcello Sansone, University of Cassino and southern Lazio

ABSTRACT

Open innovation and AI technologies represent ground-breaking innovations for the existence of businesses to respond to changing conditions characterising dynamic environments. The present study investigates the integration of AI within open innovation to enhance marketing and digital capabilities. Adopting a conceptual framework inspired by Jabareen (2009) and building on existing literature, the research aims to discover how collaborative approaches combined with AI can strengthen business capabilities. The findings identify four main thematic areas: predictive analytics, personalisation, advertising and content creation. The results provide valuable insights into the integration of collaborative approaches and cutting-edge technologies, enhancing partnerships and processes within enterprises, while also influencing marketing and digital capabilities.