Adoption of AI and CRM Systems in B2B Marketing: An Empirical Study

This study empirically investigates the adoption of Artificial Intelligence-enabled Customer Relationship Management (AI-CRM) systems in Business-to-Business (B2B) marketing, focusing on key determinants, implementation outcomes, and performance effects. Based on theoretical integration of the Technology Acceptance Model (TAM) and the Resource-Based View (RBV), structural relationships among technology readiness, perceived usefulness, behavioural intention, and B2B marketing performance are tested. Data were collected from B2B firms implementing AI-CRM solutions and analyzed using structural equation modeling (SEM).