...Christina Öberg Purpose In the context of artificial intelligence ( AI ), machines may replace humans, thereby disrupting established actor bonds in business-to-business (B2B) relationships and bringing issues of trust to the fore. This paper aims to review and discuss trust across human...

...David Fehrenbach; Carolina Herrando Purpose In business-to-business (B2B), artificial intelligence ( AI ) holds transformative potential but often encounters significant implementation challenges, with many projects failing to deliver value. This study aims to explore the integration of co...

...Gobinda Roy; Arunava Bandyopadhyay; Indrani Paul Purpose This study aims to investigate the importance of platform cues on project success using signaling theory ( ST ) in using B2B or B2C artificial intelligence/machine learning (AI/ML) service providers on gig platforms. In addition, it uses...

...Qiang Lu; Wangzhe Qin; Yudong Yang Purpose This study aims to investigate how artificial intelligence ( AI ) impacts enterprises’ exploratory innovation ( EI ), unveiling the enabling role of AI in breakthrough creation activities. Furthermore, it seeks to analyze the underlying mechanisms...

... 02 2025 08 05 2025 16 07 2025 25 08 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Sales Artificial intelligence Sales performance AI Sales process Generative AI GenAI Artificial intelligence (AI...

... Artificial intelligence Business-to-Business (B2B) interactions and customer journeys are increasingly occurring in digital spaces, using digital and artificial intelligence (AI) tools (Vitezić and Perić, 2024 ; Deng et al., 2024 ; Rusthollkarhu et al., 2022 ; Dwivedi and Wang...

... Limited Licensed re-use rights only Artificial intelligence Information management B2B marketing Digitalization Marketing analytics Decision tools Due to intense market competition, business-to-business (B2B) customers are becoming less loyal, while firms are fighting continuously...

... Artificial intelligence Organizational buying behavior The growth of Artificial Intelligence (AI) already has had an impact on our everyday lives well as on the selling behavior of many companies (McClure et al., 2024). Researchers in marketing focus less on the technologies of AI...

...Vanja Vitezić; Marko Perić Purpose The service industry is facing the huge impact of digital transformation, in which artificial intelligence (AI) plays one of the most important roles. This study aims to expand the understanding of the AI acceptance framework and confirm whether consumers...

... service productivity, recent technological developments offer exciting potential. Here, the service literature has a rich stream of work on IA, service robots and artificial intelligence (AI) that offer exciting opportunities also for B2B services to be made more scalable. The service sector...

... agenda Artificial intelligence Machine learning Big data Customer relationship management Cristina Ledro can be contacted at: cristina.ledro@phd.unipd.it Customer relationship management (CRM) activity involves collecting, managing and intelligently using data with the support...

...Kelly R. Hall; Dana E. Harrison; Haya Ajjan; Greg W. Marshall Purpose Artificial intelligence (AI) is a rapidly growing frontier. One promising area for AI is its potential to assist sales managers in providing salesperson feedback. Despite this promise, little work has been done within...

...Sergio Barile; Clara Bassano; Paolo Piciocchi; Marialuisa Saviano; James Clinton Spohrer Purpose Technology is revolutionizing the management logic of service systems. The increasing use of artificial intelligence (AI), in particular, is challenging interaction between humans and machines changing...

...Lujie Chen; Mengqi Jiang; Fu Jia; Guoquan Liu Purpose The purpose of this study is to develop a synthesized conceptual framework for artificial intelligence (AI) adoption in the field of business-to-business (B2B) marketing. Design/methodology/approach A conceptual development approach has...

... humans. The development of artificial intelligence forces the re-examination of this assumption. This paper aims to conceptualize business virtual assistants (BVAs), a type of intelligent agent, as either a boundary object or an actor within business interactions. Design/methodology/approach...

... The purpose of this paper is to explain the technological phenomenon artificial intelligence (AI) and how it can contribute to knowledge-based marketing in B2B. Specifically, this paper describes the foundational building blocks of any artificial intelligence system and their interrelationships. This paper...

... of narrative branding strategies. While exploratory, it contributes to research on B2B branding and digital branding by bringing the narrative into B2B branding research. Narratives Internet of things Artificial intelligence B2B brands Transmedia “Position: Marketing Storyteller – Digital...

...Margery Steinberg; Richard E. Plank Discusses artificial intelligence, particularly expert or knowledge systems, and its relevance for business‐to‐business marketing and marketing decision support systems. Enables the reader to understand the basic concepts of expert systems while providing more...