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Achieving the promise of AI and ML in delivering economic and relational customer value in B2B

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  • Latinovic, Zoran
  • Chatterjee, Sharmila C.

Abstract

Our study sheds light on the potential for the significant role that artificial intelligence (AI) and machine learning (ML) can play in addressing the challenge of information silos both within and across organizations. We propose an organizational process model in which AI would facilitate communication, coordination, and customization, the pillars of value delivery in customer-centric organizations. Our model draws on examples of AI solutions in a variety of B2B contexts, ranging from sales and marketing, to technology, to healthcare, and to education. The model emphasizes the critical role of human capital as embodied in employees and their ever-shifting interaction with organizational culture to ensure the success of AI implementation. Since relationships remain the salient connections that bind organizations on value delivery, humans are and will remain critical to value-added activities and processes – even when those involve AI – underscoring the effect of the human interface on both economic and relational value for customers.

Suggested Citation

  • Latinovic, Zoran & Chatterjee, Sharmila C., 2022. "Achieving the promise of AI and ML in delivering economic and relational customer value in B2B," Journal of Business Research, Elsevier, vol. 144(C), pages 966-974.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:966-974
    DOI: 10.1016/j.jbusres.2022.01.052
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    Cited by:

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    2. Herhausen, Dennis & Bernritter, Stefan F. & Ngai, Eric W.T. & Kumar, Ajay & Delen, Dursun, 2024. "Machine learning in marketing: Recent progress and future research directions," Journal of Business Research, Elsevier, vol. 170(C).
    3. Adeel Luqman & Qingyu Zhang & Veenu Sharma & Ritika Gugnani & Steven T. Walsh, 2024. "Business strategies for achieving carbon neutrality goals in collaborative ecosystems: Bridging gaps in achieving operational status," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4744-4765, July.
    4. Sudhir Rana, 2023. "AI and GPT for Management Scholars and Practitioners: Guidelines and Implications," FIIB Business Review, , vol. 12(1), pages 7-9, March.
    5. Latinovic, Zoran & Chatterjee, Sharmila C., 2024. "Value co-creation: Balancing B2B platform value and potential reverse-value effects," Journal of Business Research, Elsevier, vol. 175(C).

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