| Type | Theory | Purpose | Theoretical application | Findings | Reference |
| Cognition stimulation | Multiple Intelligence Theory | Suitable areas for different AI intelligence | mechanical, thinking and sensory AI for different marketing tasks. | provide direction for design and development of AI | |
| AI job replacement theory | Predicting how AI will affect human service labor | based on AI job replacement theory, it explores how companies should make service task decisions between human intelligence and AI machines | AI job replacements occur more at the mission level than the job level, and first on “less intelligent” tasks. | | |
| Service Dominant Logic | value co-creation for digital transformations in service ecosystems | examine how SD logics can improve understanding of how value is co-created for place branding | The use of AI is likely to have consequences of digital servitization for consumers, service provider companies, and other ecosystem stakeholders. | | |
| Context stimulation | Anthropomorphism theory | the impact of AI on service performance and consumer response | explore the positive and negative effects of AI anthropomorphism based on anthropomorphism theory and investigate how to appropriately exploit the anthropomorphic features of AI. | People will use human characteristics to evaluate AI. | |
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| Consumer Culture Theory | the dynamic relationship between consumer behavior, markets and cultural meaning | iconic brands or brands infused with cultural referents, how to Promote Culturally Constrained Consumption Practices | CCT Giving meaning and pleasure to the product and winning consumers for the brand. | |
| Social-technical system theory | the relationship between technology use and place branding | based on Social-technical system theory, exploring socio-technical aspects of the design field, and the impact of the environment on the environment and technology. | Society and technology are a system, both have to be optimized at the same time. | | |
| Activation stimulation | Technology Acceptance Model | user psychology and behavioral response in AI Marketing | development and validation of new measurement scales for determinants of user acceptance | Perceptible ease of use and perceived practicality are critical to the intent to use the technology. | |
| AI device use acceptance theory | explain user acceptance of AI | based on AI device use acceptance theory, capturing the psychological complexity and hidden dimensions of consumers’ integration of robots into hotel services. | Customer acceptance behavior is generated in three stages: primary, secondary and outcome evaluation. | | |
| Unified Theory of Acceptance and Use of Technology | technology acceptance and use | assess the likelihood of successful introduction of new technologies and help understand the drivers of acceptance | factors influencing user acceptance of AI include four core variables: performance expectations, effort expectations, community influence, and convenience. | |