Artificial Intelligence (AI) competence on Iranian companies performance : B2B marketing capabilities perspective
Dehghani Dowlatabadi, Elnaz (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112931204
https://urn.fi/URN:NBN:fi:amk-2024112931204
Tiivistelmä
With the continuous development of technology, human beings have utilized various tools to enhance proficiency in their businesses. The introduction of artificial intelligence (AI) has drastically transformed how businesses operate. AI, with its powerful ability to interpret data and generate comprehensive insights, has the potential to elevate organizational performance significantly.
This study's aim is to evaluate AI's capability in enhancing organizational performance within the business-to-business (B2B) sector. The research is written into five chapters. The first three chapters introduce key concepts, methodology, and a literature review. In Chapter 4, data is analyzed using Structural Equation Modeling (SEM), followed by an explanation of the findings. Finally, a brief summary and recommendations are presented.
This study's aim is to evaluate AI's capability in enhancing organizational performance within the business-to-business (B2B) sector. The research is written into five chapters. The first three chapters introduce key concepts, methodology, and a literature review. In Chapter 4, data is analyzed using Structural Equation Modeling (SEM), followed by an explanation of the findings. Finally, a brief summary and recommendations are presented.