Artificial Intelligence (AI) has vast potential in marketing. It aids in proliferating information
and data sources, improving software's data management capabilities, and designing …

Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …

Digital transformation is profoundly transforming SMEs' business activities, bringing about
comparative advantages and associated risks. Previous studies on digital transformation …

Technological development of the last several decades has driven open innovation towards
organizational, business, social, and economic change. Open innovation has emerged as …

The boost in the use and development of technology, spurred by COVID-19 pandemic and
its consequences, has sped up the adoption of new technologies and digital platforms in …

In today's global culture where the Internet has established itself as the main tool for
communication and commerce, the capability to massively analyze and predict citizens' …

Purpose Given that managers play a crucial role in developing and deploying AI for
marketing financial services, this study was aimed at better understanding their awareness …

Abstract The deployment of Artificial Intelligence (AI) has been accelerating in several fields
over the past few years, with much focus placed on its potential in Business-to-Business …

This study contributes to the extant literature by empirically investigating the influence of
Business-to-Business (B2B) firms' technology readiness on information technology …

Technological efforts are currently being used across a broad array of industries. Through
the combination of consumer choice and matching principle, the goal of this paper is to …