AI-driven dynamic capabilities in international marketing: framework, gaps and research directions

Purpose This study provides a comprehensive review of the literature on artificial intelligence (AI)-driven dynamic capabilities (DCs) in international marketing (IM). Design/methodology/approach An integrated theoretical framework is proposed based on the logic of antecedents, microfoundations, connotation expansion and evolutionary pathways and outcomes. Findings The conceptual review of AI-driven DCs in IM reveals relatively well-established antecedents, connotation expansion and outcomes. However, significant gaps remain in understanding their microfoundations and evolutionary pathways. To address these gaps, we develop an integrative framework that links organizational adaptation, DCs, international marketing strategy (IMS) and AI-driven transformation, aiming to advance the development of next-generation IM paradigms. Originality/value This study introduces a novel, integrated framework that enhances the limited understanding of AI-driven DCs in IM and provides valuable insights for both researchers and practitioners.