The rapid progress in artificial intelligence (AI) has reshaped the marketing landscape to allow companies to provide personalized and seamless customer experiences. In spite of this development, the contribution of perceived relative advantage to the adoption of AI-enabled omnichannel marketing has been under-investigated, especially in the context of the emerging markets. This research is aimed at investigating the effects of marketers and customers perception of relative advantage on the willingness to adopt AI-powered digital platforms. The research design adopted was quantitative and the data were collected using structured questionnaire to the marketers and customers of the MISWAQ platform in Iraq. PLS-SEM was employed to validate the measurement model to establish reliability and validity and the structural model was tested to test the proposed hypothesis. The results prove that perceived relative advantage is an important factor that has to be used to stimulate the adoption of AI-affiliated omnichannel marketing. The present research adds to the already existing literature in the sense that it expands the domain of diffusion of innovation theory to the realm of AI marketing and offers effective information to applicants that aim to enhance customer interaction and competitive edge by means of omnichannel marketing.