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Keywords: Customer experience (CX)
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Journal Articles
Balancing innovation and ethics: the role of artificial intelligence in transforming B2B customer experience
Available to Purchase
Journal:
Competitiveness Review
Competitiveness Review (2025) 35 (4): 772–793.
Published: 24 June 2025
...Sandreen Hitti; Alaaeddine Ramadan Purpose This study aims to investigate the impact of artificial intelligence (AI) on customer experience (CX) within business-to-business (B2B) companies, with a particular focus on the role of AI-powered customer support systems and the associated ethical...
