AI for marketing: Enabler? Engager? Ersatz?

The prospect of artificial intelligence (AI) matching and surpassing human intelligence continues to intrigue. On the foundations of the exceptional advances in AI technologies in the last decade, the potential for competitive advantages makes AI in general and Generative AI in particular one of the most promising technologies for marketing. However, while there are robust theoretical advances in the domain of AI for marketing, how AI impacts marketing entities is poorly understood. Further, how AI potentially makes marketing entities ineffective and inefficient is rarely addressed in research. Therefore, in this research, we begin with the articulation of a theory toolkit relevant to AI for marketing. Second, we discuss different types of AI and introduce a new perspective on approaching AI for marketing entities and purposes. Specifically, we conceptualize three new types of AI: enabling AI, engaging AI, and ersatzing AI (artificial, but inferior intelligence that make marketing entities less capable). Third, using our typology, we explicate the enormous potential of the three specific types of AI for marketing. Finally, toward actualizing the potential of AI for marketing, we conclude with a discussion of the contributions of our research and a research agenda. © Academy of Marketing Science 2025.