Abstract
Abstract: This qualitative case study delves into the transformative impact of Artificial Intelligence (AI) on business models (BMs) and marketing strategies, specifically focusing on small and medium-sized enterprises (SMEs) in Liverpool. By critically analysing AI’s influence on various components of BMs, this study aligns with Osterwalder and Pigneur’s (2010) ontology for Business Model Innovation (BMI). Despite the ambiguous value of AI during digital transformation, this research aims to bridge the gap in AI-enabled marketing strategies. Recognizing the successes of large corporations and the unique challenges faced by SMEs in leveraging AI, further primary research within Liverpool’s SME community is strongly advocated.