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Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective
Anecdotal evidence suggests that artificial intelligence (AI) technologies are highly effective in digital marketing and rapidly growing in popularity in the context of business-to-business (B2B) marketing. Yet empirical research on AI-powered B2B marketing, and particularly on the socio-technical a...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2022
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9134975/ https://www.ncbi.nlm.nih.gov/pubmed/35637917 http://dx.doi.org/10.1007/s10796-022-10294-1 |