This qualitative interview study explores the factors influencing the adoption and implementation of artificial intelligence (AI) in business marketing from the perspective of organizational managers. Despite AI’s burgeoning role in enhancing marketing strategies and consumer engagement, its integration within marketing practices remains inconsistent. Through semi-structured interviews with marketing managers across various industries in the USA, this research seeks to understand the performance, social, and technical considerations that shape managerial attitudes toward AI adoption. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework, the study examines performance expectancy, effort expectancy, social influence, and facilitating conditions as key determinants of AI integration in marketing efforts. The findings aim to provide actionable insights into how businesses can leverage AI to augment their marketing capabilities, thereby offering significant contributions to both academic literature and industry practices in the field of AI in marketing.