Alnofeli, Khadija Khamis; Akter, Shahriar; Yanamandram, … - In: Journal of innovation & knowledge : JIK 10 (2025) 3, pp. 1-23
Artificial intelligence (AI) is revolutionising customer relationship management (CRM) across various sectors, fundamentally altering strategic business operations. This study examines the capabilities of AI-powered CRM systems, drawing on empirical evidence arising from thematic analyses of 64...