Half Title Page
The Role of Artificial Intelligence Applications in Business
Series Title Page
Technological Innovation and Sustainability for Business Competitive Advantage
Series Editors: Allam Hamdan and Reem Khamis
Innovation and sustainability are broad terms that describe many interdisciplinary sciences – business success and competitiveness may not be separated from social and cultural aspects that interfere with any future development prospects. Research in across areas would provide a better understanding of international experiences, bridging the gap between developing and developed nations. This series promotes new visions for business research prospects that work in favour of innovation and sustainability in terms of governance, environment and ethics.
Technological Innovation and Sustainability for Business Competitive Advantage highlights business problems faced by institutions in a scientific way, finding possible practical solutions. Contributing to setting and improving business theories and practices and encouraging scientific research in technological innovation and sustainability, volumes activate dialogue between academics, practitioners and individuals and provide recommendations to improve institutions.
Previous Volumes
Technological Innovations for Business, Education and Sustainability
Edited by Allam Hamdan
Technological Horizons: Technological Skills and Knowledge for Practitioners within Business Environment
Edited by Hashem Alshurafat and Claire Beattie
Technological Horizons: Insights for Accounting, Auditing and Internal Control in Emerging Markets
Edited by Hashem Alshurafat and Claire Beattie
From Digital Disruption to Dominance: Leveraging FinTech Applications for Sustainable Growth
Edited By Maha Shehadeh and Khaled Hussainey
Forthcoming Volumes
Ethical Standards for Technological and Business Education Sustainability
Edited by Esra Saleh AlDhaen; Vishanth Weerakkody; David Gallear and Weifeng Chen
The Tech-Driven Future: Navigating Sustainability in the Digital Age
Edited by Jaheer Muthkar K.P., Berenika Byczek, Felix Claudio Julca-Guerrero and Roger Pedro Norabuena-Figueroa
Sustainability in Light of Governance and Artificial Intelligence Applications
Edited by Bahaa Subhi Awwad
Comprehensive Insights in Technological Sustainability, Education and Business: Exploring Diverse Perspectives and Impactful Strategies.
Edited by Allam Mohammed Hamdan
Comprehensive Insights on Digital Transformation in Higher Education: Forging Future Pathways
Edited by Allam Mohammed Hamdan
Innovative Horizons: Insights for Technology, Sustainability and Education in the Digital Era
Edited by Hashem Alshurafat
Title Page
The Role of Artificial Intelligence Applications in Business
Edited By
Ra'ed Masa'deh
The University of Jordan, Jordan
United Kingdom – North America – Japan – India – Malaysia – China
Copyright Page
Emerald Publishing Limited
Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL
First edition 2025
Editorial matter and selection © 2025 Ra'ed Masa'deh.
Individual chapters © 2025 The authors.
Published under exclusive licence by Emerald Publishing Limited.
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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-83662-519-3 (Print)
ISBN: 978-1-83662-518-6 (Online)
ISBN: 978-1-83662-520-9 (Epub)
About the Editor
Ra'ed Masa'deh is a Professor of Technology Management and works in the Management Information Systems at the University of Jordan, Jordan. His area(s) of specialization includes Business and Management Studies. He received his PhD from the University of Nottingham, UK. He served as an Honor Professor at the University of Warwick, UK, 2018–2019. He acted as the Dean of the School of Business at the University of Jordan located in Amman, September 2022–2024. Initially, he acted as the Dean of the Faculty of Tourism and Hospitality at the University since 2015, 2016–2020 as the Dean of the School of Business at the University of Jordan – Aqaba located in Aqaba, the Assistant President for Accreditation and Quality Assurance, 2020–2021, and then the Assistant President for Academic Affairs, 2021–2022. He is considered as one of the top 2% scientists in the World according to Stanford University and Elsevier Publisher released for 2024. He won Abdul Hameed Shoman Arab Researchers Award in Economics and Administration Sciences in 2019 and got the Distinguished Researcher Award in the Field of Humanities at the University of Jordan for two times, the years 2014 and 2018. Also, he got the Highly Cited Researchers Award based on Scopus Profiles from the University of Jordan in 2019 and the Federation of Arab Scientific Research Councils Award against Coronavirus (COVID-19) Pandemic Disease in 2020. He has excellent skills in Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) Statistical Analysis Software; Managing Workshops, Seminars, and International Conferences; Building and Organizing Training Sessions. His research interests include Technology Management, Technology Adoption, Knowledge Economy, IT-Business Strategic Alignment, Knowledge Management Capabilities, IT-based Competitive Advantages, Quantitative Methods, and Structural Equation Modeling. His research has been published in journals including Computers in Human Behavior; Journal of Enterprise Information Management; Journal of Medical Internet Research; International Journal of Business Information Systems; VINE Journal of Information and Knowledge Management Systems; Journal of Management Development; Management Research Review; Benchmarking: An International Journal; International Journal of Organizational Analysis; Review of International Business and Strategy; Tourism and Hospitality Research; Journal of Hospitality and Tourism Technology; Interdisciplinary Journal of Information, Knowledge, and Management; International Journal of Knowledge Management Studies; and International Journal of Business Innovation and Research.
Preface
This book will shed the light on the crucial role of Artificial Intelligence applications in modern businesses across various industries. The book will assist in determining key aspects of how digital technologies impact businesses. Digital technologies like AI-powered chatbots, self-service portals, and online customer support systems enhance the overall customer experience. Businesses can provide faster responses to queries, personalized recommendations, and proactive support. Digital technologies such as email, instant messaging, video conferencing, and collaborative platforms improve communication and collaboration among employees, teams, and with clients or customers. This facilitates faster decision-making and problem-solving. Further, digital technologies enable businesses to collect and analyze vast amounts of data (big data analytics). These data provide valuable insights into customer behavior, market trends, and operational performance, helping businesses make informed decisions and personalize their offerings.
Moreover, automation and digital tools streamline processes, reducing manual efforts and errors. For instance, project management software, customer relationship management (CRM) systems, and enterprise resource planning (ERP) solutions optimize workflows, leading to increased efficiency and productivity. Digital marketing channels such as social media, search engine optimization (SEO), and online advertising allow businesses to reach their target audience more effectively and at a lower cost compared to traditional methods. Personalized marketing campaigns based on data analysis further enhance customer engagement. Digital technologies have transformed the way businesses sell products and services. E-commerce platforms enable businesses to reach global markets 24/7. A strong online presence through websites, mobile apps, and social media helps attract and retain customers.
In addition, digital technologies enable businesses to adapt quickly to changing market conditions and customer preferences. Cloud computing, for example, allows businesses to scale resources as needed without major upfront investments. This agility fosters innovation and the ability to experiment with new ideas and products. Further, while digital technologies offer numerous benefits, they also introduce risks such as cybersecurity threats and data breaches. Businesses need robust cybersecurity measures and compliance frameworks to protect sensitive information and maintain customer trust.
In summary, this book will clearly contribute to the growing need of digital technologies in giving businesses a competitive edge in today's digital economy, since digital technologies are integral to modern business operations, driving efficiency, innovation, and growth while also posing challenges that require careful management.
Ra’ed Masa’deh, Professor,
Department of Management Information Systems,
School of Business, The University of Jordan, Amman, Jordan.
