Article’s

The rapid advancement of Artificial Intelligence (AI) is transforming marketing management by enhancing data-driven decision-making, customer insights, and strategic planning. While AI has demonstrated remarkable capabilities in processing vast amounts of market information and generating predictive insights, effective marketing decisions continue to rely on human expertise, creativity, ethical judgment, and contextual understanding. Consequently, the concept of Human–AI Collaboration has emerged as a strategic approach that combines the analytical capabilities of AI with human intuition and managerial experience to improve marketing effectiveness. Despite growing interest in AI-enabled marketing, existing studies primarily focus on AI adoption and automation, with limited attention given to the collaborative relationship between humans and AI in marketing decision-making. This study proposes a conceptual framework to examine the influence of Human–AI Collaboration on Marketing Performance through the mediating roles of Marketing Agility and Decision Quality. Drawing on Dynamic Capability Theory and Socio-Technical Systems Theory, the study argues that collaborative intelligence enables organizations to respond more effectively to dynamic market conditions, improve strategic decision-making, and achieve superior marketing outcomes. The proposed framework also suggests that AI Literacy may strengthen the effectiveness of Human–AI Collaboration by enabling marketers to interpret and utilize AI-generated insights more efficiently.The study contributes to the marketing management literature by extending the understanding of collaborative intelligence beyond AI adoption and emphasizing the complementary roles of humans and AI in organizational decision-making. The proposed framework offers practical implications for marketing managers seeking to integrate AI technologies while preserving human creativity and strategic judgment. Furthermore, it provides a foundation for future empirical research examining Human–AI Collaboration as a critical capability for sustainable marketing performance in the era of intelligent technologies. Keywords: Human–AI Collaboration, Marketing Decision-Making, Marketing Agility,Decision Quality,Marketing Performance,Collaborative Intelligence.