Table 2.

Detailed future research directions—Theme: Strategy

References	Future research directions	Sub-themes	Deficit	Authors recommendations	Themes
Fountain et al. (2019)	Investigate motivation and barriers of organizational AI adoption and leadership tools to aid in adoption	AI and adoption (Organization)	Variables	• Investigate the different factors (e.g., leadership role) impacting organizational adoption of AI technologies	Strategy
Dushimimana et al. (2020)	Investigate marketing tactics that increase fintech adoption rate		Variables
Mohapatra (2020)	Use the model recommended for different types of retailers and examine organizational challenges	Challenges with AI	New dimension	• Examine the different variables (e.g., leadership role) impacting organizational adoption of AI technologies
Olson et al. (2012)	Test the method further and examine practical implications	Organizational uses of AI	Method	• Investigate the different uses of AI to inform organizational strategies (e.g., AI to predict bankruptcy/ AI to analyze investments decisions)
Zeinalizadeh et al. (2015)	Examine the implications of the study on companies' investment distribution and customer satisfaction		Implications
Anagnostopoulos and Rizeq (2019)	Investigate using traditional regression methods and increase breadth of future studies		Method
Muñoz-Izquierdo et al. (2019)	Extend study in other regulatory context and different time periods		Context
Medhi and Mondal (2020)	Analyze effect of firm size and age, and the interaction mechanism among various information sources		Variables
Jindal (2020)	Further investigate the relationship between marketing investments and bankruptcy survival		Context