Analysis of AI Readiness and AI Marketing Capabilities to Support AI-Driven Marketing in Multinational Companies: A Qualitative Study at PT AMANN Indonesia
Keywords:
Artificial Intelligence, AI Driven Marketing, AI Readiness, Multinational Companies, Qualitative Case Study
Abstract
This study examines the readiness of AI-driven marketing implementation at PT AMANN Indonesia, a multinational manufacturing company, as AI adoption in business functions increases. Using an exploratory qualitative case study approach, this study aims to analyze AI Readiness and AI Marketing Capabilities. The study population was internal stakeholders, while the sample was determined purposively by four informants from the director, marketing, operations, and human resources functions. Data were collected through semi-structured interviews, documentation, and observation, then analyzed using NVivo and the Miles and Huberman model. The results show that PT AMANN Indonesia is at the Experimenter stage in AI readiness, with strengths in technology and process readiness, but marketing analytics capabilities are still limited and carried out manually. It is concluded that strengthening AI governance, employee competencies, and data management are needed to accelerate AI-based marketing transformation.
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Tika, MP (2006). Business research methodology. PT Bumi Aksara.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications
Ali, M., Khan, T.I., Khattak, M.N., & Şener, İ. (2024). Synergizing AI and business: Maximizing innovation, creativity, decision precision, and operational efficiency in high-tech enterprises. Journal of Open Innovation: Technology, Markets, and Complexity, 10(3), 100352.
AMANN Group. (2024). About AMANN. https://www.amann.com/company/about-amann/
Andita. (2025). Application of artificial intelligence in increasing B2B (business to business) sales. Journal of Creative Management and Innovation, 3(3).
Cisco. (2025, January 16). Cisco Research: Only 19 percent of companies in Indonesia are ready to adopt AI. Kompas Tekno. https://tekno.kompas.com/read/2025/01/16/09330007/riset-cisco--hanya-19-persen-perusahaan-di-indonesia-siap-adopsi-ai
Creswell, J. W. (2019). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Dwivedi, Y.K., Hughes, D.L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., & Williams, M.D. (2021). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994.
Gieselmann, A., Braakmann, D., & Hagemann, V. (2025). Do managers accept artificial intelligence? Insights into the role of business areas and AI functionality on AI acceptance. Journal of Business Research.
Haleem, A., Javaid, M., Qadri, M.A., Singh, R.P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks.
Hendrayati, H., Achyarsyah, M., Marimon, F., Hartono, U., & Putit, L. (2024). The impact of artificial intelligence on digital marketing: Leveraging potential in a competitive business landscape. Emerging Science Journal.
Huang, M.-H., & Rust, R.T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2).
Iyer, P., Nikolov, A.N., Sleep, S., Eskridge, B., Moke, D.M., & Hutchins, J. (2025). Navigating the AI wave for sales management: The mediating role of marketing agility. Industrial Marketing Management.
Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1).
Khamoushi, E. (2024). AI in food marketing: From personalized recommendations to predictive analytics. arXiv.
Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, 102769.
Mariani, M., Borghi, M., & Cappa, F. (2023). AI-powered marketing capabilities. International Journal of Information Management, 71, 102460.
Masnita, Y., Kasuma, J., Zahra, A., Wilson, N., & Murwonugroho, W. (2024). Artificial intelligence in marketing: Literature review and future research agenda. Journal of Systems and Management Sciences, 14(1).
McKinsey & Company. (2024). The state of AI in 2024: How organizations are rewiring to capture value. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai
McKinsey & Company. (2024). The state of AI in 2025: Agents, innovation, and transformation. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai
Oktavian, Rachmadi, & Wirawan. (2023).
Note: this entry is incomplete in the material you provided, so I cannot write the final APA 7 format without clear journal title data.
Peyravi, B., Nekrošienė, J., & Lobanova, L. (2020). Revolutionizing technologies for marketing: Theoretical review with focus on artificial intelligence. Business: Theory and Practice, 21(2).
Purba, EF, & Simanjuntak, P. (2011). Research methods. Sadia.
Purwaningsih, RA, Latifah, KA, Zahra, AF, & Nadapdap, RH (2025). The impact of artificial intelligence on industry: A literature review. Journal of Multidisciplinary Studies, 9(6).
PwC Indonesia. (2024). Indonesian companies lagging in generative AI adoption. https://www.pwc.com/id/en/media-centre/pwc-in-news/2024/indonesian-companies-lagging-in-generative-ai-adoption--pwc-surv.html
Rahman, M.S., Bag, S., Gupta, S., & Sivarajah, U. (2023). Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance. Journal of Business Research, 156, 113525.
Roszelan, A.I., & Shahrom, M. (2025). Readiness for artificial intelligence adoption in Malaysian manufacturing companies. Journal of Information Technology Management, 17(1).
Saleh, S. (2017). Qualitative data analysis. Ramadhan Library.
ScaleOcean. (nd). Manufacturing companies: Definition, types, and main activities. https://scaleocean.com/id/blog/industri/perusahaan-manufaktur
Solihin, D. (2020). Qualitative research methods. Rajawali Pers.
Tehrani, A.N., Ray, S., Roy, S.K., Gruner, R.L., & Appio, F.P. (2023). Decoding AI readiness: An in-depth analysis of key dimensions in multinational corporations. Technovation, 131, 102948.
Tika, MP (2006). Business research methodology. PT Bumi Aksara.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications
Published
2026-08-15
How to Cite
Alyssa Putri Pratiwi, Tetty Herawaty, & Linda Kurniawati. (2026). Analysis of AI Readiness and AI Marketing Capabilities to Support AI-Driven Marketing in Multinational Companies: A Qualitative Study at PT AMANN Indonesia. International Journal of Economics, Business and Innovation Research, 5(05), 1209-1226. https://doi.org/10.63922/ijebir.v5i05.5831
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