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Keywords: Generative AI
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Journal Articles
Journal Articles
Journal Articles
Journal of Organizational Change Management (2025) 38 (6): 1117–1143.
Published: 06 August 2025
...Hyeon Jo Purpose This study investigates the use of generative AI (GAI) by employees in customer-centric roles within B2C environments, examining how the GAI functionalities of understanding query and personalization, along with organizational AI practices, influence its usage. The study extends...

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