Artificial Intelligence (AI) has increasingly been recognized as a transformative strategic capability reshaping competitive dynamics across service industries. Despite its growing prominence, the specific pathways through which disaggregated AI-enabled dimensions influence customer engagement, in turn, marketing performance, remain theoretically underspecified, particularly within creative and service intensive sectors of emerging economies. Grounded in a dual theoretical framework integrating the Resource-Based View (RBV) and Social Information Processing Theory (SIPT), this paper develops a conceptual model proposing that five distinct AI capabilities: Natural Language Processing (NLP), Machine Learning (MAL), Auto-Generated Content (AGC), Predictive Analytics (PAT), and Content Personalization (COP), positively influence customer engagement (CUSE), which subsequently drives marketing performance (MAP). Drawing on a systematic review of the extant literature, each hypothesis is theoretically justified, and the proposed model offers a structured research agenda for empirical investigation within the communication and event industry in Vietnam. The paper concludes by delineating key theoretical contributions, research implications, and directions for future empirical inquiry.