Ready. Set. AI: a systematic literature review exploring AI antecedents in international marketing

Abstract

Purpose The increasingly competitive landscape for multinational enterprises (MNEs) necessitates adaptation beyond traditional international marketing approaches. Advanced digital technologies, such as artificial intelligence (AI), may need to be integrated to sustain competitiveness and seize emerging opportunities. AI offers several potential benefits, including enhanced customer engagement, improved decision-making capabilities and operational efficiency; however, significant constraints often limit organisations from realising their full potential. To address these challenges, this review introduces the AI Readiness Acceleration Framework, developed from a systematic literature review, examining the role of AI antecedents in enhancing international marketing capabilities in MNEs. Design/methodology/approach A systematic literature review was conducted, encompassing existing literature with a sample of 110 articles published between 2012 and 2025. The method was chosen to integrate research systematically, transparently and reproducibly, ensuring an evidence-based examination of the literature. The inductive approach for concept development was applied to develop a grounded theory and to design an integrated framework. Findings This framework consists of components such as external AI antecedents (AI regulatory environment readiness, AI customer readiness), internal antecedents (AI organisational blueprint, AI infrastructure readiness and AI workforce readiness) and output (international marketing performance). Originality/value The systematic literature review identified AI antecedents that have an impact on MNE performance in international marketing, resulting in a novel guiding framework. This framework aims to guide MNE executives and international marketing practitioners in achieving AI readiness and integration to improve international marketing performance. In addition, this study outlines future research opportunities for international marketing in MNEs structured around the proposed framework.

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