Artificial intelligence-powered digital marketing and customer relationship management capabilities for e-retailers in Argentina and Mexico

Purpose – This study examines the role of artificial intelligence (AI) in enhancing digital marketing and customer relationship management (CRM) capabilities among e-retailers in Argentina and Mexico. It aims to explore how AI strengthens e-retailers’ capabilities in customer acquisition, development and retention within the Latin American e-commerce market. Design/methodology/approach – This paper adopts a multiple case study design, analyzing 11 e-retailers in Argentina and 8 e-retailers in Mexico that operate on the Mercado Libre platform. Findings – The findings reveal that AI significantly enhances digital marketing capabilities, specifically: data analytics and predictive capability, content creation and management, omni-channel integration and agility and adaptability. These capabilities, in turn, improve CRM performance across the distinct stages of customer acquisition, development and retention. Practical implications – The findings offer actionable insights for practitioners seeking to optimize CRM capabilities through staged AI implementation and specific performance metrics. Originality/value – The study highlights AI's dual role: first, as a capability enhancer that improves CRM outcomes through specific digital marketing capabilities, and second, as a contextual problem-solver that addresses structural challenges (e.g. payment fragmentation and trust deficits) in the Latin American e-commerce market.